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Viant and Wurl Partner for Scene-Level CTV Targeting and Measurement
ByAinvest
Thursday, Aug 21, 2025 7:06 am ET1min read
Viant Technology has integrated with Wurl to offer scene-level CTV targeting and measurement, leveraging Wurl's BrandDiscovery and IRIS.TV's IRIS_ID to deliver enhanced streaming signals. This is the first Demand-Side Platform to offer this level of contextual intelligence across Connected Television, enhancing advertising engagement through real-time alignment of messaging with on-screen context. The partnership also introduces a new Open Real Time Bidding integration with Wurl, providing access to premium FAST inventory from top publishers.
Viant Technology Inc. (NASDAQ: DSP) has announced a significant integration with Wurl, marking a pivotal advancement in the realm of Connected Television (CTV) advertising. The partnership enables scene-level contextual intelligence, making Viant the first Demand-Side Platform (DSP) to offer this level of precision in CTV targeting and measurement [1].The integration leverages Wurl's BrandDiscovery technology and IRIS.TV's IRIS_ID, which assigns unique identifiers to each scene based on its emotional tone and thematic context. This allows advertisers to align their messaging with specific on-screen moments in real time, enhancing engagement and campaign performance [1].
Moreover, the partnership introduces a new Open Real Time Bidding (oRTB) integration, providing Viant advertisers with access to premium Free Ad-Supported Streaming TV (FAST) inventory from top publishers. This integration streamlines access to high-quality inventory, addressing long-standing challenges such as fragmented targeting and limited measurement [1].
Viant's platform now offers advanced tools for advertisers, including scene-level targeting, access to premium FAST inventory, and detailed performance reports. These capabilities empower advertisers to reach streaming audiences more effectively and drive better results [1].
The collaboration between Viant and Wurl is set to revolutionize the CTV advertising landscape, offering advertisers and publishers unprecedented levels of precision and efficiency. As the first DSP to introduce scene-level contextual intelligence, Viant is poised to shape the future of digital advertising [1].
References:
[1] https://www.businesswire.com/news/home/20250819586281/en/Viant-Integrates-with-Wurl-to-Enable-Scene-Level-CTV-Targeting-and-Measurement
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