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Cannes Lions: Navigating The CTV Revolution With AI And Video-Level Contextual Data, Part 1

As consumers shift to Connected TV (CTV) and FAST, advertisers face several challenges. Signal loss makes it harder for advertisers to reach the right people, supply chain fragmentation makes it harder to buy at scale, and increasing consumer choice in streaming makes it harder to capture viewer attention. At this year’s Cannes Lions International Festival, IRIS.TV brought together leaders in the ad tech industry to discuss the challenges, opportunities, and solutions in CTV. 


How AI-powered Contextual is Driving Superior Business Outcomes in CTV

At RTL Beach, IRIS.TV co-founder and CEO Field Garthwaite moderated a panel that delved into the impact of AI and contextual data on Connected TV (CTV) amidst challenges like cookie deprecation and privacy regulations. Leaders from PMG, Horizon Media, Magnite, GumGum, and LG Ad Solutions discussed how AI-driven data signals enhance ad targeting, ensuring relevance and emotional resonance and improving consumer experiences and outcomes for brands without compromising privacy.


Sam Bloom, Head of Partnerships at PMG, highlighted a recent case study with PMG and Carl’s Jr. that showed video-level contextual advertising led to a “massive sales lift” for the quick-service restaurant chain. 



Watch the full panel discussion with 

  • Jean-Marc Papin, SVP Media Technology and Sustainability, Horizon Media

  • Phil Schaeder, CEO, GumGum

  • Mike Laband, SVP Platform Revenue, Magnite

  • Ed Wale, VP International, LG Ad Solutions


How Does AI and Contextual Work in CTV?

IRIS.TV CMO Rohan Castelino sat down with TVREV’s Rio Damata at Cannes Lions to further explain how IRIS.TV enables AI to Make CTV Advertising More Engaging.





While contextual targeting is not new, the advertising industry has had difficulty scaling this capability in CTV. Webpages and YouTube have publicly available URLs that serve as persistent content IDs for AI to access the information needed to create targetable contextual segments. In an already fragmented streaming supply chain, the lack of a persistent content ID for video has made it impossible to scale targeting across supply sources...


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