Ryff, a leader in virtual product placement (VPP) and in-scene advertising, has announced that its platform is now ready for programmatic use. This change lets advertisers and agencies buy ad placements. Content owners can sell these contextual in-scene ads through established programmatic channels.
Ryff’s Scene Intelligence™ AI powers this feature. It connects brand demand to real, context-driven moments. This spans film, TV, FAST channels, social platforms, and streaming content. The outcome? Finished content turns into dynamic, targetable inventory. It can be bought and sold at scale. This change transforms how advertisers and media owners handle brand integration.
Why It Matters
Brands and agencies can now purchase virtual product placements. They can use the same programmatic tools they already have. This removes the need for new platforms or manual orders. This smooth integration allows marketers to include in-scene creative in their media plans. They can base these plans on audience, context, and outcomes.
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Content owners now have a new way to make money. They can package and sell in-scene inventory just like traditional 30-second spots. This lets them reach both new and existing titles in their catalogs. The advertising ecosystem gains a unified strategy where brand storytelling and programmatic media buying operate together—allowing for integrated brand moments that can be planned, optimized, and measured alongside connected TV (CTV) and digital video.
“Advertisers shouldn’t have to choose between cinematic storytelling and programmatic efficiency,” said Steve Cox, CEO of Ryff. “By making virtual product placement programmatic, we’re putting in-scene moments on the same rails as the rest of digital video so brands can transact with confidence, and rights holders can finally monetize their libraries like ad inventory.”
How It Works
Ryff’s Scene Intelligence™ technology scans and analyzes video content to identify brand-safe, contextually relevant moments and potential in-scene locations. These are published as Virtual Placement Opportunities (VPOs)-each tagged with rich metadata, audience insights, and brand-fit metrics.
Advertisers can target moments by genre, audience, setting, or moment type. This helps optimize campaigns dynamically and at scale. After you pick a placement, Ryff’s PhotonAI™ will automatically add the branded asset to the scene. It delivers a high-quality, realistic result while keeping the original content intact.
Ryff combines the storytelling of cinema with the precision of programmatic ads. This change reshapes how brands connect with audiences. It also helps content owners turn creativity into real value.