Press release
Viant Integrates with Wurl to Enable Scene-Level CTV Targeting and Measurement
BrandDiscovery’s Contextual and Emotional Data Now Available via the IRIS_ID IRVINE, Calif.--(BUSINESS WIRE)-- Viant Technology Inc. (NASDAQ: DSP), a leader
About this update from Viant Technology Inc.
[{"type":"text","content":"\nBrandDiscovery’s Contextual and Emotional Data Now Available via the IRIS_ID\n\n\n IRVINE, Calif.--(BUSINESS WIRE)--\nViant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced a new integration with Wurl to become the first Demand-Side Platform (DSP) to deliver scene-level contextual intelligence across Connected Television (CTV). This advancement is powered by IRIS.TV’s IRIS_ID and enriched with Wurl BrandDiscovery’s unique streaming signals and proprietary scene identification. With this innovation, advertisers gain the power to align messaging with on-screen context in real time, driving stronger engagement and outcomes.\n\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250819586281/en/Through a new integration with Wurl, Viant becomes the first Demand-Side Platform (DSP) to deliver scene-level contextual intelligence in CTV.\nThis breakthrough is further enhanced by Viant’s new Open Real Time Bidding (oRTB) integration with Wurl, unlocking premium Free Ad-Supported Streaming TV (FAST) inventory from top publishers. This partnership marks the first time Wurl’s BrandDiscovery-enabled supply is available via direct oRTB in a DSP, aligning with Viant’s supply path optimization initiatives by streamlining access to premium inventory. By combining this supply with Viant’s Household ID and identity graph, which provides 95% of coverage of U.S. adults 18+, advertisers achieve greater reach, relevance, and efficiency in the fastest-growing digital advertising channel: CTV.\n\n\n“As the first DSP to offer scene-level targeting and measurement capabilities, we are powering a new generation of privacy-safe, contextually relevant advertising that benefits the entire ecosystem,” said Tom Wolfe, SVP of Business Development at Viant. “The partnership with Wurl helps fulfill our mission to drive meaningful outcomes for our advertisers, and across the CTV landscape by addressing persistent challenges like fragmented targeting, limited measurement and lack of content transparency.”\n\n\nThrough its integration with IRIS.TV, Wurl’s proprietary BrandDiscovery segments, which classify each scene’s emotional tone and thematic context, are now assigned IRIS_IDs at the scene level. With every Wurl impression IRIS-enabled, advertisers g...