Last updated Feb 9, 2026 by AI Enrichment
In November 2022, IRIS.TV, a video personalization and contextual targeting platform, announced a strategic partnership with Magnite, one of the world's largest independent sell-side advertising platforms. The integration enables advertisers to leverage IRIS.TV's contextual intelligence technology to target video inventory programmatically based on the actual content and context of videos, rather than relying on third-party cookies or user identity data. This partnership addresses the growing need for privacy-compliant targeting solutions as the industry moves away from identity-based advertising. The collaboration allows publishers using Magnite's platform to activate IRIS.TV's contextual segments across their video inventory, providing advertisers with more precise targeting capabilities while maintaining user privacy. IRIS.TV's technology analyzes video content frame-by-frame to understand themes, sentiment, and context, creating targetable segments that can be activated through Magnite's demand-side platform (DSP) integrations. This partnership is particularly significant for Connected TV (CTV) and streaming video environments where traditional cookie-based targeting is not available.
This partnership represents a significant development in the shift toward contextual advertising as the industry prepares for the deprecation of third-party cookies and faces increasing privacy regulations. By combining IRIS.TV's video-specific contextual intelligence with Magnite's extensive programmatic infrastructure, the partnership strengthens both companies' positions in the rapidly growing CTV and video advertising markets. It provides a scalable alternative to identity-based targeting, which is increasingly important as major browsers phase out cookie support and privacy laws like GDPR and CCPA limit data collection. The integration also intensifies competition in the contextual targeting space, where companies like DoubleVerify, Integral Ad Science, and Oracle are also positioning their solutions. For the broader AdTech ecosystem, this partnership validates contextual targeting as a viable post-cookie solution and may accelerate adoption of context-based approaches across programmatic video advertising.