USIM, a leader in cutting-edge media solutions, has announced a strategic partnership with IRIS.TV, the premier content data marketplace for streaming media. This collaboration harnesses IRIS.TV’s proprietary content identifier, the IRIS_ID, to enhance creative effectiveness and media performance in connected TV (CTV) campaigns. By integrating IRIS.TV’s AI-driven insights, USIM’s programmatic division, Quantum11, now delivers greater precision and engagement, enabling brands to connect with audiences in more impactful and measurable ways.
As the CTV landscape grows increasingly fragmented, reaching the right audience at the right time presents a significant challenge. This partnership addresses that complexity by transforming video-level data into actionable insights, optimizing full-funnel performance, and driving higher return on ad spend (ROAS).
Currently, more than 70 million videos from streaming platforms, channels, and smart TVs—including LG, Vizio, Univision, and Xumo—are tagged with IRIS_IDs. These videos undergo analysis by advanced AI models to generate standardized contextual, emotional, and brand suitability data. IRIS.TV collaborates with top-tier AI and contextual intelligence partners, including 4D Advanced Contextual, Captify, Connected IQ, GumGum, Illuma, KERV.ai, Mobian, Pixability, Reticle, Samba TV, Sightly, Silverpush, and SpotRunner. By leveraging IRIS-enabled inventory and data, USIM enhances CTV audience targeting with unprecedented precision and scale.
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“By leveraging IRIS.TV, USIM’s programmatic team can accurately target our clients’ advertisements within emotionally aligned television content,” said Dan Bealey, VP of Programmatic Media and Advanced TV at USIM. “[This] maximizes audience engagement, ensuring that clients’ messages resonate deeply with consumers at the moment they are most engaged. As a result, USIM develops campaigns that deliver high-impact ad units with measurable outcomes on their programmatic connected TV buys.”
Through this collaboration, advertisers gain access to:
- AI-powered video-level analysis for enhanced contextual and emotional targeting.
- Greater transparency in CTV media quality and value.
- Precision targeting to reach the right audience at the most opportune moments.
- Brand safety measures that align with advertiser values.
“Our partnership with IRIS.TV is an enhanced offering for our clients looking to evolve how modern CTV media placement and creative are infused today,” said Melissa Sierra, EVP of Media Integration at USIM. “With access to their marketplace of AI-driven technology, we’re able to provide unprecedented visibility into the performance of CTV campaigns, ensuring that our advertisers not only reach their target audiences but do so in a contextually relevant and emotionally resonant way.”
“IRIS.TV and USIM are making it possible for advertisers to reach consumers when they are most likely to watch, remember, and convert,” said Field Garthwaite, CEO of IRIS.TV. “Tapping into consumer intent in streaming is possible with video-level data, and it’s proven to increase reach, efficiency, and effectiveness of CTV campaigns. USIM’s dedication to leveraging IRIS-enabled™ data has been an important signal to the market and is accelerating adoption of the IRIS_ID and our ability to scale our ecosystem of publishers, data partners, and ad platforms.”
This partnership empowers advertisers with AI-driven insights that enhance the effectiveness of their CTV investments, ensuring that campaigns achieve their objectives in an increasingly complex media environment. By combining their expertise, USIM and IRIS.TV are setting new standards for precision, efficiency, and impact in CTV advertising.