Latest news with #Upwave
Business Wire
7 days ago
- Business
- Business Wire
Viant Launches IRIS-enabled™ Content Report and Pre-Bid Targeting
IRVINE, Calif.--(BUSINESS WIRE)-- Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced a major advancement with IRIS-enabled™ Content Report and Pre-Bid Targeting within the Viant Demand-Side Platform (DSP). This strategic integration marks a significant milestone for Connected TV (CTV) advertising, delivering on Viant's vision to reduce friction and enhance buyer experiences by seamlessly unifying holistic measurement and targeting directly within the DSP. " is a key ingredient of Viant's overall CTV offering, enabling us to deliver unmatched transparency and targeting precision," said Tim Vanderhook, Co-Founder and CEO of Viant. Exclusive to Viant DSP, the IRIS-enabled Content Report offers advertisers real-time insights into how their ads perform across various contextual and emotional content categories, equipping them with precise, actionable campaign intelligence. For the first time, buyers can instantly compare KPIs such as conversion and video-completion rates to identify which categories and placements drive superior outcomes, eliminating guesswork and offering the clarity to make meaningful optimizations while campaigns are still live. By utilizing the Pre-Bid Targeting feature in tandem with the IRIS-enabled Content Report, advertisers are empowered to turn these insights into action. High-performing contextual and emotional categories surfaced by the report can be instantly applied as video-level targets within the Viant DSP, improving relevance and performance in CTV campaigns. Paired with the scale and addressability of Viant's identity graph and Household ID, advertisers can confidently align their messaging with the right audience at the most impactful moment in the customer journey. " is a key ingredient of Viant's overall CTV offering, enabling us to deliver unmatched transparency and targeting precision," said Tim Vanderhook, Co-Founder and CEO of Viant. "Our integration of IRIS-enabled data significantly enhances campaign effectiveness, demonstrating our ongoing commitment to deliver superior outcomes for advertisers." Eye-tracking research shows that viewers are 4X more likely to tune out ads not relevant to the content they are watching; contextual CTV targeting has been proven to keep viewers engaged by reaching them when they are in the right mindset. Recent data from Upwave highlights the significant efficiency and effectiveness of IRIS-enabled contextual targeting in CTV. Campaigns using IRIS-enabled data demonstrated a 2x lift in awareness, a 3x lift in ad recall, and a remarkable 5x lift in favorability compared to standard Upwave CTV benchmarks, underscoring the power of contextual alignment in driving deep viewer engagement and measurable outcomes. "This launch marks an important milestone in the advancement of contextual targeting in the streaming ecosystem," said Field Garthwaite, CEO of "By combining IRIS-enabled Content Report and Pre-Bid Targeting with Viant's powerful DSP capabilities and leadership in CTV, we're providing advertisers with deeper, actionable insights that drive real-world results." Performance data for the IRIS-enabled content report and pre-bid targeting is available for ads that appear on CTV content assigned an IRIS_ID, proprietary content identifier. Over 75 million videos from the leading streaming platforms are IRIS-enabled, allowing advertisers to choose from a variety content categories provided by content data marketplace partners including 4D, Captify, GumGum, Mobian, Pixability, Reticle, Sightly, Silverpush, SpotRunner and more. ABOUT VIANT Viant Technology Inc. (NASDAQ: DSP) is a leader in AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Viant's omnichannel platform built for CTV allows marketers to plan, execute and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best Demand-Side Platform by MarTech Breakthrough, Great Place to Work® certification and received the Business Intelligence Group's AI Excellence Award. Learn more at ABOUT a Viant Technology company, is the leading content data marketplace for streaming. We structure, connect, and activate the world's video-level data to create better viewing experiences and advertising outcomes. Our content identifier, the IRIS_ID, enables our partners to build scalable advertising solutions for contextual, emotional, and brand-suitability planning, targeting, and measurement. Learn more about the IRIS_ID and the IRIS-enabled™ ecosystem of premium sellers, data partners, and ad platforms at
Yahoo
25-06-2025
- Business
- Yahoo
Upwave Wins 'Generative AI Innovation Award' at 8th Annual AI Breakthrough Awards
Upwave and its AI Agent, Bayes, Recognized for Use of Generative AI to Streamline Brand Outcomes Measurement and Deliver Real-Time Analytics SAN FRANCISCO, June 25, 2025 (GLOBE NEWSWIRE) -- Upwave, the Brand Outcomes Measurement Platform, today announced it has been named the winner of the 'Generative AI Innovation Award' in the 8th annual AI Breakthrough Awards program. This prestigious awards series, conducted by Tech Breakthrough, honors the world's top companies, technologies, and products shaping the artificial intelligence market landscape. Selected out of over 5,000 nominations worldwide, Upwave was recognized for its pioneering use of Bayes, the company's AI Agent that powers brand campaign analysis, optimization, and reporting. With this honor, Upwave joins a distinguished list of past and present winners, including NVIDIA, Microsoft, UiPath, Dell Technologies, and Glean. Upwave is the only platform purpose-built to measure and optimize the impact of brand investment. Central to its expanding AI capabilities is Bayes, which automates complex analyses and uncovers real-time optimization opportunities—eliminating the need for deep statistical expertise and enabling marketers to act quickly and confidently. One standout innovation powered by Bayes is Upwave's AI Campaign Insights Reports—the first practical application of generative AI in advertising measurement. By leveraging large language models (LLMs), these reports automatically generate clear, data-rich slide decks designed to help improve brand performance. Since launching in Q1 2024, more than 3,000 reports have been downloaded, giving advertisers, agencies, and media partners instant access to insights that drive smarter, faster, and more effective campaign decisions. 'Winning the Generative AI Innovation Award is an important milestone for Upwave and a strong endorsement of our mission to reinvent brand measurement, powered by advanced AI. It reflects the work our team has done to move beyond traditional brand lift—toward more scalable, and impactful, Brand Outcomes measurement,' said George London, CTO, Upwave. About UpwaveUpwave is the Brand Outcomes Measurement Platform. The only company entirely focused on measuring and optimizing brand lift driven by advertising, the world's leading advertisers, agencies, and media partners trust Upwave's robust, AI-driven, SaaS platform. Upwave brings science to top-of-funnel, providing real-time, top-of-funnel measurement for CTV, Digital, Retail Media, Social, Streaming Audio, Linear, and Addressable. The company is based in San Francisco and New York and backed by leading Silicon Valley venture capital investors. Learn more at About AI BreakthroughPart of Tech Breakthrough, a leading market intelligence and recognition platform for global technology innovation and leadership, the AI Breakthrough Awards program is devoted to honoring excellence in Artificial Intelligence technologies, services, companies, and products. The AI Breakthrough Awards provide public recognition for the achievements of AI companies and products in categories including Generative AI, Machine Learning, AI Platforms, Robotics, Business Intelligence, AI Hardware, Computer Vision, and more. For more information, visit Tech Breakthrough LLC does not endorse any vendor, product, or service depicted in our recognition programs, and does not advise technology users to select only those vendors with award designations. Tech Breakthrough LLC recognition consists of the opinions of the Tech Breakthrough LLC organization and should not be construed as statements of fact. Tech Breakthrough LLC disclaims all warranties, expressed or implied, with respect to this recognition program, including any warranties of merchantability or fitness for a particular purpose. Media ContactJohn McCartneyJMAC PR for Upwave upwave@
Yahoo
28-04-2025
- Business
- Yahoo
New Upwave & IRIS.TV Report Shows Contextual CTV Ads Drive Lift Throughout the Brand Funnel
Upwave Finds IRIS-enabled™ CTV Targeting Drives Stronger Awareness, Recall, and Favorability SAN FRANCISCO, April 28, 2025 (GLOBE NEWSWIRE) -- Upwave, the Brand Outcomes Measurement Platform, and the leading content data marketplace for streaming media, today released a new report, 'The Brand-Building Power of Contextual Targeting on CTV.' As advertisers navigate growing challenges in the streaming ecosystem, the report spotlights how aligning ads with content drives measurable improvements across brand metrics—based on insights gathered through Upwave's platform. The Contextual Advantage in a Fragmented CTV Landscape With Connected TV (CTV) now representing 41% of total viewing time and more than 85% of U.S. households streaming, advertisers face mounting complexity in managing reach, frequency, and measurement across platforms. Contextual targeting has emerged as a scalable and effective solution—and Upwave's data shows that is helping brands cut through the noise and deliver stronger brand impact. Proven Performance Across the Brand Funnel Upwave Portfolio Analytics reveals that contextual campaigns using IRIS-enabled™ data significantly outperformed standard CTV benchmarks—generating 2x lift in Awareness, 3x in Ad Recall, and 5x in Favorability compared to Upwave's Tactic Norms for CTV. These results highlight the value of real-time, content-aligned ad placements in driving deeper consumer engagement and better brand performance. 'Advertisers are under more pressure than ever to prove the value of their brand investments—especially in environments as fragmented as CTV. Our data shows that IRIS-enabledTM contextual targeting is cutting through the clutter and delivering measurable brand impact,' said Chris Kelly, CEO of Upwave. 'Together we're proving that real-time ad placements are a smart way to drive real Brand Outcomes.' Case Study: Carl's Jr. Drives Full-Funnel Impact with Contextual CTV In 2024, PMG, the leading global independent marketing services and technology company, partnered with to boost store visits and sales for their client Carl's Jr. In addition to standard targeting methods, including first-party identity and demographic data, PMG leveraged IRIS-enabled contextual targeting to reach key audiences watching CTV. Upwave's analysis showed the campaign outperformed both Platform Norms and QSR Industry Norms across the full brand funnel—demonstrating the power of strategic content alignment. 'With CTV content often consumed on hundreds of apps and shared devices like smart TVs, our customers want to ensure the intended target audience watches their ads,' said Mike Treon, Head of Connected TV Strategy at PMG. 'When our customers' campaigns target IRIS-enabled data, we have not only seen superior lifts in upper funnel KPIs like ad recall and brand favorability, but across all business outcomes.' 'Aligning ads with content isn't just intuitive - it's proven to be highly effective when executed with IRIS-enabled data,' said Field Garthwaite, CEO & Co-founder, of 'Today, the smart TV is the most valuable screen in the household, but unlike a mobile device, we don't know who is watching. Our partnership with Upwave confirms that when advertisers have access to real-time data about what viewers are watching through consumers are likely to be more aware, and have positive sentiment towards a brand.' To access the full report, see here. About UpwaveUpwave is the Brand Outcomes Measurement Platform. The only company entirely focused on measuring and optimizing brand lift driven by advertising, the world's leading advertisers, agencies, and media partners trust Upwave's robust, AI-driven, SaaS platform. Upwave brings science to top-of-funnel, providing real-time, top-of-funnel measurement for CTV, Digital, Retail Media, Social, Streaming Audio, Linear, and Addressable. The company is based in San Francisco and New York and backed by leading Silicon Valley venture capital investors. Learn more at About a Viant Technology company, is the leading content data marketplace for streaming. We structure, connect, and activate the world's video-level data to create better viewing experiences and advertising outcomes. Our content identifier, the IRIS_ID, enables our partners to build scalable advertising solutions for contextual and brand-suitability planning, targeting, and measurement. Learn more about the IRIS_ID and the IRIS-enabled™ ecosystem of premium sellers, data partners, and ad platforms at Media Contacts John McCartney Brittany Tibaldi JMAC PR for Upwave KCSA for upwave@ IRIS@
