AdTechGod discusses the recent acquisition of Iris TV by Viant Technologies with Tim and Chris Vanderhook.

In this episode, we dive into Viant’s recent acquisition of Iris TV, aimed at boosting transparency and improving targeting and measurement in the growing CTV space, where over 40% of ad spend on Viant’s platform now flows. We explore how this move strengthens Viant’s ad products to compete with walled gardens while keeping Iris TV independent to support an open ecosystem. We’ll also look at the importance of understanding content at a detailed level to give advertisers the edge in reaching the right audiences.

takeaways

Chapters

00:00 Introduction to the Acquisition

01:07 The Purpose Behind Acquiring Iris TV

05:14 The Future of CTV and Walled Gardens

08:14 Iris TV's Independence and Its Role

10:37 Understanding Content and Privacy in CTV

18:33 Market Reactions and Future Prospects

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