GroupM, WPP’s media buying unit, and content data platform IRIS.TV have partnered to use the IRIS_ID as the primary method for accessing video-level data enriched by contextual and brand-suitability data partners.

The IRIS_ID is a universal content identifier that allows IRIS-enabled publishers to securely share video-level data to power advertising applications. Content IDs can be used as signals to identify and reach relevant streaming viewers.

The partnership is launching through GroupM Premium Marketplace (GPM), which will employ the ID to leverage video-level contextual and brand-suitability data partners for programmatic deal targeting via the Magnite Streaming and DV+ platforms.

This will enable publishers to offer targeted advertising opportunities, comprehensive reporting and data-driven insights and video-level data to enhance campaign return on investment and justify increased spend in streaming, according to the companies.

Some contextual and brand suitability companies have brought AI-based solutions from display and YouTube to streaming and CTV through integrations with IRIS.TV.

Initial data partners that will be made available to GPM via the IRIS_ID include KERV AI, Oracle Advertising, Pixability, Precise TV, Silverbullet’s 4D, Silverpush and Reticle AI.

“We have an ironclad commitment to brand-suitable advertising on every medium, and the IRIS_ID provides a level of transparency that enhances the way we invest in CTV environments,” Kevin Sheehan, director, programmatic investment for GroupM, noted in the announcement.

GroupM’s marketplace will use the IRIS_ID content identifier to securely share video-level data to identify and reach relevant streaming viewers.