Samba and IRIS Team for Detailed, Global Video Analysis

Samba TV, which provides technology for audience data and omniscreen measurement, has partnered with content data platform IRIS.TV to launch new AI-based tools for contextual advertising and measurement.

Samba TV's software provides real-time insights and audience targeting to improve marketing effectiveness, tapping first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over one hundred countries to create a unified view of the consumer journey. Partner IRIS.TV provides a data platform built for video and CTV, connecting and activating video-level data worldwide to enhance viewing experiences and advertising outcomes; and the IRIS_ID universal content identification system allows partners to build scalable advertising solutions for planning, targeting and measurement. Over 55 million TV videos have an IRIS_ID.

The partners will use Samba AI, a suite of genAI and machine learning technologies to analyze video catalogs from major digital media and CTV publishers indexed with IRIS_ID. This will fed into privacy-focused contextual targeting solutions - targetable by topic, genre, logo, actor, sentiment and brand safety - and supported by 'next-gen' measurement of reach, frequency and business outcomes. AI-driven features include a real-time, second-by-second understanding of every scene, including facial recognition of actors and athletes in scripted, reality and sports programming; logo, object and product recognition for both brands and their competitors; sentiment and behavioral analysis; and 'brand safety detection'. Samba AI generates both new metadata and attributes about the video, and insights and analytics in a user-friendly interface.

Samba TV Co-founder and CEO Ashwin Navin says the partnership represents 'convergence - reconnecting context and audiences to achieve measurable gains for marketers' - in an industry which has been 'riddled by a conflict between context and audience'. IRIS co-founder and CEO Field Garthwaite (pictured) adds: 'The integration of Samba AI strengthens the rich contextual intelligence on every IRIS_ID, providing advertisers with deeper insights and targeting capabilities while giving our publishing partners new ways to monetize their content'.

Web sites are at www.iris.tv and www.samba.tv .