Synamedia Iris lights up unified advertising | Ad Tech | News | Rapid TV News
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Video software company, Synamedia has unveiled major updates to its Iris advertising platform in order to offer expanded campaign formats and increase monetisation option for content providers and broadcasters.
Synamedia IRIS MAY 8Sep2023
With the addition of programmatic support to its direct sold capability, Synamedia says customers will now benefit from a single, unified ad platform that reaches consumers on any screen. In addition, a partnership with independent ad marketplace and supply side platform (SSP) Index Exchange now connects Synamedia Iris customers with global advertisers.

With the addition of programmatic alongside direct advertising campaigns, Synamedia says Iris mow increases the choice of media for advertising campaigns and bolsters in-house sales teams. Customers are said to now be abel to maximise the value of their inventory through the programmatic ecosystem and publishers can connect their agency partners to over 40 leading demand-side platforms (DSPs) through Index Exchange.

The unified approach taken by Iris also makes it possible to mix and match different types of campaigns and compare bids from auctions running in parallel to select the campaign that maximises results and ensures that publishers get the best price for their ad inventory.

Extending beyond its existing base, Iris will now look to reach new customers including direct to consumer content providers and operators with free, ad-supported streaming TV (FAST) channels who have multiple campaign types and want to reach audiences based on a broad range of targeting capabilities.

The upgrade is also intended to extend Iris to connected TV (CTV) streaming devices. This allows advertisers to create more impactful campaigns, while Synamedia Iris’ pre-integrated ad stack delivers cost and operational efficiencies.

With the unified management of campaigns, Synamedia believes Iris gives advertisers and media buyers complete control of their advertising across all screens and services. They can optimise campaign performance on-the-fly by adjusting priorities to better meet business goals while consistent measurement informs forecasting. As well as targeting based on audience segment data, Synamedia Iris now makes it possible to reach specific channels, apps, services, viewer devices, locations, times, or contextually, based on the viewing content metadata.

“Synamedia Iris has already proven its value in the addressable advertising space across both broadcast TV and streaming services, delivering operational efficiencies and new monetisation opportunities,” said Synamedia vice president, commercial product management Scott Kewley.

“Importantly, while much of today’s ad tech started on the digital side, we approached unified advertising from the broadcast perspective, building on more than a decade’s experience in addressable advertising. The result is a platform that not only meets the needs of a broad customer base but is future-proofed for the fast-changing ad market.”