With connected TV hot with both consumers and marketers, bringing artificial intelligence-fueled products to the digitally delivered streaming video ecosystem is now in vogue. For Chicago-based Iridio, this sees the debut of an AI-powered channel identification engine.
In the company’s view, this brings “transparency, accuracy and performance to streaming media.”
Explaining the “enhancement” to Iridio’s product, the company points to RRD’s proprietary technology, which maps fragmented bid signals to more than 200 validated channels and 88 contextual genres, enabling genre or channel identification for up to 94% of impressions served.
The product offering is also designed to reject inefficient bids, reduce fraud and improve placement quality.
“As CTV ad spend continues to increase, the industry has reached a tipping point,” Iridio notes. “Despite the platform’s growth, a majority of marketers remain plagued by a lack of transparency, frequently struggling to justify their investments without clear insight into where their ads are actually running.”
Iridio’s technology uses a three-step content classification pipeline, combining multiple LLM passes together with manually-curated verification rules to “ingest and normalize” app store information, network signals and content data — “transforming them into standardized, high-confidence reporting for advertisers.”
“For too long, CTV has been a black box for brands, where they pay premium prices for inventory without knowing exactly what content their ads are supporting,” said Paul Mandeville, Iridio’s Chief Product Officer. “By applying our proven technologies to solve the channel identification crisis, we’re providing data along with the certainty that marketers demand. We’re moving beyond mere impressions to true contextual intelligence, allowing our clients to see the full picture of their media buy while maintaining the ability to customize reach.”
