Why Is The IRIS_ID Neutral?
In this video, created in conjunction with our new Special Report, The IRIS_ID: Making CTV More Transparent For Buyers And Sellers, IRIS.TV Co-Founder and COO Richie Hyden explains the benefits of (and the thinking behind) making their extended content ID, called the IRIS _ID neutral.
RICHIE HYDEN: Why we chose to remain neutral and why the IRIS_ID is sort of a neutral identifier is that it's the linchpin between a lot of different constituents in the market.
So we work with everyone in the ecosystem from publishers on one side to brands on the far other side of the spectrum and everyone in between.
We believe it's really important that companies that manage these identifiers are not sellers of media, they're not buyers of media, they're not ad platforms that are taking a position on transactions on one side or the other.
We're also not a data company. We don't have skin in the game in any of those categories. So to sit across that many verticals we believe you have to remain neutral and to be able to cater to all the constituents involved, whether it's a publisher who's providing us their first party content data which is their IP.
The way in which we manage that relationship with the publisher is of the utmost importance to us and the publisher.
But at the same time, when a data company is analyzing the metadata and the information that we have on content and providing us their data, which again is their IP, then we have to manage the rights and the security and confidentiality of that with the utmost of care as well.
I think if you're catering to that many different constituents, then you need a neutral party that's aligned on both sides of the table.
That is our opinion and why we've gone the route we've gone.
One of the benefits of that Is that you can make it available everywhere.
We work with publishers of all shapes and sizes, whether it's free ad supported streaming channels or CTV apps or online video publishers
We collect the data or analyze it and create the IRIS_IDs.
But we make those IRIS_IDs available in sell side ad servers, in SSPs and DSPs and buy side ad servers— both sides of the market.
So we believe if you're being a neutral platform, it's about how do you cater to all the different constituents and then how do they look to use the data.
The IRIS_ID was really built to help in all areas of the media cycle.
So whether it's grabbing the IRIS_ID and informing the planning process between an agency and a publisher, whether it's a targeting use case and again, that could be through a sell side ad server, it could be through a DSP.
And that's more the choice of the seller and the buyer than it is our choice.
Our job is to service the use case more than it is to to pick where the activation and the execution should function.
Those are the reasons why we chose to be neutral and why we think it's a benefit long term.