The company that developed the AdSmart system alongside Sky has revealed its new addressable advertising solution.
Synamedia’s Iris is seeking to create addressable advertising opportunities across broadcast and pay-TV broadcasters, OTT and hybrid service providers, over a number of segments.
Iris supports unified campaign management, delivery, and measurement to multiple screens across apps and live, linear and catch-up services. It offers audience insights and anonymized household, user and device-level profiles that can be checked against an advertiser’s desired characteristics.
“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. 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,” said Scott Kewley, VP Advanced Advertising and Data at Synamedia.