Publisher Archive

Facebook Watch Needs to Convince Publisher Partners

By Kelly LiyakasaAdExchanger

“Facebook has been unable to get more than 30% of their audiences to surpass 2-second viewability,” said Fielde Garthwaite, co-founder and CEO of the TV analytics platform Iris.TV. “This is jaw-dropping when we all hear about how Facebook has the most engaged audiences,” he added. “Facebook is the opposite experience of TV – it’s quick, meandering and reactive, whereas TV and premium video in general are [more passive] and watched with clearer intent at a longer duration.”

Mobile Video Viewing Taking Off in 2017; When Will Advertisers Follow?

By David BloomTVREV

First of all, sites such as Facebook, Twitter, Buzzfeed and Snapchathave signaled they intend to increase the advertising opportunities they’ll provide through mobile video. LinkedIn is adding native video capabilities. Sites such as Hulu, Brand.Live, Iris.TV and PadSquad are providing all kinds of opportunities for new kinds of video consumption.

6 Startups Using AI For Movies & Entertainment

By Nanalyze

It claims customers have seen an average increase of 70 percent in video views retention. How? As one IRIS.TV official explains in a company blog: “The information we passively collect during consumer video viewing experiences informs our machine learning, and helps populate more relevant videos going forward. Data creates our intelligent video distribution models, helps clients monetize their video archives, and helps set that content up for increased discovery within the publisher’s own platform.”

VIDEO PLATFORMS IRIS.TV Fuels Global Standardization for Video Personalization with Publishers

By Rohan Jagan @ MarTechSeries

IRIS.TV, a video personalization pioneer that enables publishers and marketers to maximize revenue from their owned and operated digital properties by streaming custom programming to individual users across all devices, announced its global expansion to more than 20 countries and the appointment of Nick Marr as Vice President of International Sales.

IRIS.TV Pushing Global Video Personalization

By John Casillo TVREV

IRIS.TV, which specializes in maximizing revenue through video personalization technology, has announced its global expansion into more than 20 countries today.

Can Artificial Intelligence Make The Online Experience More Natural?

By Richie HydenPublishers Daily

By definition, artificial Intelligence seems anything but “natural,” but AI tools increasingly give publishers the secret weapons they need to create a more authentic, organic and natural experience for their site visitors.

Take That Facebook: IRIS.TV’s AI Helps Publishers Personalize Their Site Experience

By Alan Wolk @ TVREV


Los Angeles-based IRIS.TV  has been working to solve this problem for a while now, and their AI-based protocol should make publishers very happy.

By making these connections to create playlists that will keep users engaged and watching, IRIS.TV is hoping to create usage patterns that have viewers coming to the publisher’s website directly, rather than relying on Facebook as a launching point.


Take That Facebook: IRIS.TV’s AI Helps Publishers Personalize Their Site Experience

By Alan WolkTVREV

By making these connections to create playlists that will keep users engaged and watching, IRIS.TV is hoping to create usage patterns that have viewers coming to the publisher’s website directly, rather than relying on Facebook as a launching point.

The FANGs Of The World Are Disrupting TV

By Richie Hyden @AdExchanger

In the fast-changing TV business, data will be the currency that pays for everything. It will allow for better ad targeting, smarter decision-making and new business opportunities. Figuring out how to adapt to the new world is the most entertaining, and important, story on television. Consider it the ultimate reality show.

The Need for Video Personalization

By Field Garthwaite @ Multichannel News

Field Garthwaite is CEO and co-founder of IRIS.TV, which provides video personalization and targeting tools for digital media sites.superusers should be the focus of your business. They’re the rock on which a large audience is built, but more importantly, they’re the audience your advertisers want most. They’re your most valuable asset, your defining demographic, your most persuasive ambassadors and your biggest consumers. Never forget the 80-20 rule: 20 percent of your audience will consume 80 percent of your content.

Cutting Edge Tech For Developers

By Paul Heltzel @ TechWorld

Other emerging tech has a steeper learning curve, says Robert Bardunias, co-founder and chief revenue officer of IRIS.TV, who is excited by the inherent entrepreneurial focus of blockchain. “These technologies are growing with real operational business applications in mind from day zero, so there’s no need on the development side to try to imagine case use—they are happening and growing in real time,” Bardunias says.

Hollywood Adopts Artificial Intelligence

By Debra Kaufman @ StudioDaily

Machine learning can and does form an important role in a growing number of applications aimed at the media and entertainment business, nearly all of them invisible to the end user. Perhaps the most obvious ones are the applications aimed at distribution of digital media. Iris.TV, which partners with numerous media companies from Time Warner’s Telepictures Productions to Hearst Digital Media, uses machine learning to create what it dubs “personalized video programming.”

Video Personalization is Key To Monetizing Web Video

By Dade Hayes @ Forbes

One key player in the emerging resistance is IRIS.TV, which provides technology for publishers enabling them to target individual viewers with videos matched to their interests. The premise, and it’s increasingly borne out in analytics, is that viewers are no longer snacking on one 90-second video clip at a time.

Project 300: Billboard’s Ambitious Video View Goal

By Kelly Liyakasa @ AdExchanger

If we already capture a viewer that came from search or through social video to our article, how do we … [take] advantage of the second view? has helped us a ton here. Once you turn it on, you start to see what affects view-through and what gets readers to that second or third view [without abandoning], which gives us a lot of insight into what kind of content people like to watch and what content we should be making.

Ad Placement Issues Represent Major Setback for YouTube

By Claire Atkinson @ New York Post

Field Garthwaite, CEO of Iris.TV, which creates video ad initiatives, told The Post in a statement: “Being THE platform benefited YouTube for years in acquiring large audiences, but the lack of control over what content they’re showing ads against is becoming a non-starter for most marketers. Facebook, Snapchat and Instagram may face similar scrutiny in coming months. The winner here: major media companies.”

AI and Video Marketing Becomes Increasingly Accessible to Small and Mid-Size Brands

By Bree Brouwer @

Iris.TV, a video automation and programming platform, knows the power of AI first-hand. The brand’s customers generally see a 70 percent increase in video views, a 62 percent increase in views/session engagement, and an impressive 10 percent decrease in bounce rates. On top of that, Iris.TV’s 10 biggest clients saw an average 400 percent increase in video views in 2016; one publisher saw a 465 percent view increase in just a week

“AI can provide a level of insight not available with general meta and share data, and removes a lot of the guesswork that goes into video targeting,” explains Fritz Brumder, CEO and co-founder of live streaming platform Brandlive. “AI technology allows marketers to create multiple variations of videos by use cases, audience, message, product, and performance. AI helps marketers better predict outcomes, and makes it possible for brands and publishers to make recommendations based on interests and interactions.”

How Northern and Shell Has Invested In Video Production

By Lucinda Southern @ Digiday

Mostly the publisher monetizes through pre-roll on these videos, although Haynes notes there’s still 30-second pre-roll on short videos. As part of scaling its video operation, it’s been working with Iris, a content-recommendation engine that takes signals from viewer behavior to serve the next video to try and get viewers sticking around for longer.

Ad Innovation News: Tinder Swipes Right on Programmatic

Each weekday, we bring you the most relevant stories about ad tech, video innovation and publisher tools to keep you informed about industry happenings.

Tinder swipes right on programmatic advertising, enlisting the help of Facebook’s audience network. Dow Jones increases native video to keep up with a demand for pre-roll video ads.

Dow Jones Increases Native Video

By Kelly Liyakasa @ AdExchanger

Like many publishers, Dow Jones has a huge demand for video (especially for pre-rolls) but not enough content. Pre-roll tends to have higher CPMs, but the inventory tends to sell-out more quickly. Dow Jones is increasing its investment in native video in addition to using the video player/ad server Connatix as a native demand source for the non-pre-roll formats it monetizes using Sharethrough, Unruly and Teads.

Tinder Swipes Right on Programmatic Advertising

By Ilyse Liffreing @ Campaign US

Tinder has partnered with Facebook’s Audience Network so advertisers can now buy Tinder ads programmatically, offering advertisers a new way to buy and place ads. eMarketer projects that this year, programmatic will represent 73% of all display ad spending. By 2018, 75% of all programmatic display ads will be on mobile.

How Independent Publishers Can Fight the Google-Facebook Duopoly

By Alex Merwin @ Advertising Age

Google and Facebook control 85% of media spend and 80% of referral traffic to independent publishers. Independent publishers can utilize real-time bidding and header bidding to get standardized and democratized access to audiences at scale, but unfortunately audience data is highly fragmented.

Inside the Clinton Campaign’s TV Data Strategy

By Kate Kaye @ Advertising Age

The Clinton campaign may have relied too heavily on set-top box TV advertising targeting. Developer/analyst Carol Davidsen laments the campaign’s decision not to use a new ComScore TV analytics platform she helped build for 2016.

Envisioning The Future In A Server-Side Header Bidding World

By Rachel Parkin @ AdExchanger

The speed of server-side header bidding auctions will shift attention to the impact of ads on page load times and make advertisers equal partners in creating a better user experience.

Snap Partners with IPG on Startup Investment Program

By Alexandra Bruell @ Wall Street Journal

Snap Inc. is partnering with IPG’s digital marketing agency R/GA– they will select up to 10 marketing tech startups that make it easier for brands to create mobile content, such as companies exploring artificial intelligence and data and analytics. R/GA and Snap will provide the funds, time and expertise in an exchange for equity stakes. This also helps Snap cozy up to several of the media-buying arms of big ad agencies.

Buyers see Potential in Facebook’s TV push

By Ross Benes @ Digiday

Facebook has expanded its video offerings in an effort to tap into TV ad dollars. The platform tweaked its algorithm to put more emphasis on longer videos, began testing ads that will run in the middle of videos that are least 90 seconds long, gave marketers tools to compare TV and digital ads, and is reported to be developing a video app for set-top boxes.

Facebook’s Video Future is Actually Short Form, Not Long Form

By Nathan McAlone @ Business Insider

Earlier this week, Facebook seemed poised to take on traditional TV and Netflix by reportedly planning to license “long-form, TV-quality programming,” to be housed in its own set-top box app, and on your phone– but now Zuckerberg is describing a vision that looks more like YouTube, with shorter-form content. Facebook’s CFO David Wehner distanced Facebook from Netflix, saying “Our focus is on kickstarting the ecosystem here,” Wehner said. To the extent that Facebook would license any shows, it would only be to seed the ecosystem. Facebook wouldn’t be “doing big deals,” he said. One reason is because Facebook, like YouTube, is committed to a revenue-share model, according to Wehner.

Kickstarter Acquires Live Streaming Company Huzza

By Tom Regan @ Engadget

Kickstarter just announced that it has purchased Huzza, the live-streaming startup that helped create Kickstarter Live. Like Twitch for creators, Live is a video platform that helps facilitate Q+As and connects causes with donors. According to Kickstarter, 74% of creators who stream on the platform get funded, with the average viewer spending over 16 minutes watching live streams.

Ad Innovation News: Snapchat 2.0 Rivals Facebook

Each weekday, we bring you the most relevant stories about ad tech, video innovation and publisher tools to keep you informed about industry happenings.

Havas is investing in making its agency 100% programmatic. Snapchat 2.0 rivals Facebook’s ad platform, while Pinterest enters the search advertising market.

Acxiom and DataXu Partner To Bridge Gap Between TV and Digital

By Tobi Elkin @ MediaPost

Acxiom has expanded its partnership with DataXu, a programmatic marketing software firm, enabling DataXu to license its third-party data for advanced TV and analytics solutions. Advertisers can harvest insights and control reach and frequency across desktop, mobile and TV.

How Havas Trained 5,000 People in Programmatic

By Shareen Pathak @ Digiday

Havas Media is on a mission to get 25% of its 20,000 employees well versed in the language and skills of automated buying and selling, through its “100 Percent Programmatic” internal certification program. There are three levels: Fundamentals, which covers programmatic language and concept; Advanced, which includes day to day applications of programmatic technology; and Elite, which is more about strategic vision.

Snapchat Launches Ad Tech Platform 2.0 to Rival Facebook’s Model

By Garett Sloane @ Advertising Age

Snapchat has been borrowing Facebook’s early model of working with the industry to welcome ad tech partners to innovate and drive revenue on the platform– many of its partners, like Kenshoo, have been snagged from Facebook’s marketing partner program. Snap’s ad API allows third parties to plug into Snapchat and offer their advertising clients the ability to buy there through automated pipes. The first partners included companies like 4C, Adaptly, Brand Networks and TubeMogul. Now, the group is expanding with Kenshoo, Kinetic Social, AdParlor, HyFn, Adglow and Videology.

Pinterest Adds Search Advertising

By James Hercher @ AdExchanger

Pinterest introduced its first search ad offering Wednesday, competing in Google’s space. This functionality comes via Kenshoo, an advertising vendor in Pinterest’s marketing partner program, and is sold for three KPIs: impressions, clicks on promoted or buyable pins and engagement.

Facebook is Changing its News Feed to Promote “Authentic” Posts

By Michael Grothaus @ Fast Company

Facebook just announced that it will use new algorithms to boost authentic posts in news feeds, while demoting posts that are likely to be fake or sensational news.

Facebook Adds More Measurement Updates, Wants to Prove to Advertisers it Can Drive Sales

By Lara O’Reilly @ Business Insider

Facebook is introducing a marketing mix modeling portal and the expansion of Facebook’s partnerships with third-party measurement firms. This should help marketers compare how their Facebook ads are performing versus ads on TV, print, outdoor and other digital platforms. Measurement partners include Nielsen, Neustar MarketShare, Analytics Partners, and Marketing Evolution.

Twitter Inks Sports Live Streaming Deal with Sky

By Arjun Kharpal @ CNBC

Twitter has signed a deal with European broadcaster Sky to live-stream “Deadline Day” – the final day for soccer clubs in the U.K. to hire new players – in its battle against rivals Facebook and Snapchat.

Trump Used Facebook Live to Announce His Supreme Court Justice Nominee

By Megan Farokhmanesh @ The Verge

Trump has used Facebook Live to stream announcements, press conferences, and more several times since his inauguration. By promoting his announcement on Facebook Live, Trump was able to deliver his message without commentary from major news networks.

Ad Innovation News: IAB Targets Fake News

Each weekday, we bring you the most relevant stories about ad tech, video innovation and publisher tools to keep you informed about industry happenings.

The IAB cracks down on fake news and overhauls its content taxonomy.

Facebook Appeases Buy Side With MMM Rollout

By Allison Schiff @ AdExchanger

On Tuesday, Facebook rolled out a portal that lets advertisers pull campaign data for cross-channel measurement across Instagram, Audience Network and Facebook proper. In addition to the MMM rollout, Facebook announced several third-party verification updates on Tuesday, including viewability for in-stream video on FAN measured by Integral Ad Science and comScore, the ability to measure in-target reach across mobile and desktop through comScore’s validated Campaign Essentials and the addition of DoubleVerify to its roster of third-party partners.

Challenges of Hiring Programmatic Experts

By Yuyu Chen @ Digiday

Companies are having trouble finding qualified programmatic experts, as programmatic experts have many job options today, so the supply and demand is a little off balance, he said.

IAB Tech Lab Unveils Overhaul To Content Taxonomy

By Tobi Elkin @ MediaPost

The IAB is overhauling its content taxonomy, increasing its transparency and attribution capabilities. The IAB says that “These updates will benefit companies in the programmatic space whether they want to effectively target and/or block certain content categories, produce better data quality, or be able to more accurately and consistently describe their content.”

Programmatic is Dominated By Agency Trading Desks

By Tobi Elkin @ MediaPost

According to a new report by the World Federation of Advertisers (WFA), agency trading desks continue to be the dominant model for programmatic ad buying, used by nearly 40% of the world’s biggest brands. All of the companies surveyed are spending increasing amounts of money on the programmatic channel, with an average of 16% of digital ad spend now dedicated to programmatic, compared to 10% in 2014.

Procter & Gamble Chief Marketer Calls for Increased Transparency

By Lucy Handley @ CNBC

Procter & Gamble has called on the media buying and selling industry to become transparent in the face of “crappy advertising accompanied by even crappier viewing experiences.” P&G is calling for the media and advertising industry to adopt one viewability standard for online advertising.

IAB President Takes Aim at Fake News

By Jack Marshall @ Wall Street Journal

Randall Rothenberg, president of the Interactive Advertising Bureau, is calling on his industry to fight fake news, saying that while ad tech has done a lot of good, some of the advancements have dire consequences. At the IAB annual leadership meeting, he said, “Any company sitting in this room has the ability to police itself and to actively banish fakery, fraudulence, criminality, and hatred from its midst—and it is your obligation to do so.”

Roku Will Provide Free Super Bowl Stream

By Jeff Baumgartner @ Multichannel News

Roku is preparing for its free live stream of Super Bowl LI, which will be available via the Fox Sports Go channel on the OTT platform. Roku’s coverage will include pre-game programming, the half-time show and complementary “sights and sounds” of the stadium. Fox is also offering its live, non-authenticated stream of Super Bowl LI at, as well as apps for tablets and other connected TV devices. As a first, Fox will work with more than 170 Fox affiliates to deliver local ads via the online video feed of the big game.