Synamedia intros Iris to cash in on TV ad “goldrush” | Ad Tech | News | Rapid TV News
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Aiming to unlock new revenue streams and create addressable advertising opportunities for pay-TV and broadcasters as well as OTT and hybrid service providers, Synamedia has introduced the Iris addressable advertising solution.

Synamedia Iris logo blue 12Aug2020Putting the launch into context, the independent video software provider says that as demand for more targeted TV advertising increases, companies can use Iris to help create what it says are compelling advertising propositions that reach specific TV audience segments of any size and makeup across all services, devices and screens.

An end-to-end solution, Iris is claimed to be able to deliver faster time to value by removing the friction points that characterise what Synamedia regards as piecemeal addressable advertising products. From a single platform, Iris supports unified campaign management, delivery, and measurement to multiple screens across apps and live, linear and catch-up services in order to overcome one-way and hybrid broadcast/OTT challenges. This simplifies the execution for service providers and broadcasters, helping them to merchandise their inventory more efficiently while also minimising operational costs and boosting income.

Taking in data from multiple sources, Iris enables sophisticated audience insights and anonymised household, user and device-level profiles that can be checked against an advertiser’s desired characteristics. Iris provides cross-platform ad measurement to exploit all forms of video inventory in a single campaign.

Synamedia says that brands and new advertisers can reach their target audiences cost effectively without wasting impressions, while consumers enjoy a more relevant viewing experience, and service providers and broadcasters boost income.

“With Iris, the TV industry can finally combat the erosion of ad revenues to digital platforms and achieve its long-held ambition of generating new income from advanced TV advertising,” said Scott Kewley, VP advanced advertising and data at Synamedia commenting on the launch of the Iris solution. "Our end-to-end solution with its unified campaign management capability makes it easy for customers to drive new revenues from their inventory – even over more challenging one-way and hybrid networks – and offer established and new advertisers an alternative to the increasingly wild west world of online advertising.”