Dentsu and GumGum Verity Announce Contextual Intelligence for Connected Television

Dentsu today announced a new solution called Contextual Intelligence (CI) for Connected Television (CTV). Powered by GumGum Verity’s contextual solution and enabled by IRIS.TV, this is the latest evolution of dentsu’s Contextual Intelligence offering and is an extension of the CI for Web Display product launched in 2022. The first-to-market, cookie less solution gives advertisers a deeper understanding of where their ads are being placed within CTV inventory, offering precise keyword targeting at the video level. The benefit for advertisers is more strategic ad-content alignment to boost ROI and outcomes.  

CI for CTV brings brands the opportunity to curate, activate and refine ads across billions of IRIS-enabled ad-supported CTV or OTT video impressions with real-time filtering by contextual category, keyword, and brand safety. The solution is integrated with all major DSPs as a targetable list of IDs and can seamlessly fine-tune video targeting lists and update segments based on DSP-reported performance. New videos are discovered and automatically refreshed daily, becoming active in DSPs within 48 hours. 

Dentsu and GumGum have partnered to develop CI for CTV, which can now be utilised across dentsu’s three media agencies, Carat, dentsu X and iProspect. Leveraging IRIS.TV's universal content identifier, the IRIS_ID, allows the platform to analyse video content to drive contextual CTV campaigns in an exciting new way. Bringing depth of understanding from the actual content and going well beyond categories and metadata, the solution matches content to advertiser objectives with precision, connecting the dots across media owners, SSPs, DSPs, and media buyers.

"It’s our job to make sure that our clients are receiving the latest technology to drive media efficiency. That means constantly innovating, to ensure we seamlessly work with our partners to deliver effective and successful advertising campaigns,” said Akash Jairath, chief product officer for dentsu Media US. “CTV is highly sought after inventory, so we’ve taken it upon ourselves to work across our partner supply chain to increase targeting granularity and ensure ads are being placed in safe and relevant contextual environments. We encourage other CTV publishers to join us in this effort.” 

"We applaud dentsu for quickly taking action to build a first-of-its-kind video-level solution to ensure advertisers have transparency into where their video ads are being placed,” said GumGum, CEO, Phil Schraeder. “We are excited for brands to see the difference content-level insights can provide, especially in video environments, where alignment with the right part of a video can drive high attention and brand awareness, without limiting scale.” 

"With dentsu’s commitment to innovation leading the charge, we can build a network of partners that sets the standard for how the video advertising ecosystem should work,” said Field Garthwaite, CEO and co-founder, IRIS.TV. “Videos with universal content identifiers that allow for true contextual analysis at the video level to be actionable at scale, will give advertisers increased transparency into where their ads are being placed and confidence to invest in CTV.”