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Synamedia launches new addressable advertising product

TV technology provider Synamedia has launched a new addressable advertising product, Iris, aimed at pay TV operators, streaming companies and broadcasters.  

Scott Kewley

Synamedia is pitching Iris as a a single platform that supports unified campaign management, delivery, and measurement to multiple screens across apps and live, linear and catch-up services, overcoming challenges associated with one-way and hybrid broadcast/OTT providers.

Harnessing data from multiple sources, Iris enables audience insights and anonymized household, user and device-level profiles that can be checked against an advertiser’s desired characteristics, according to the company.

The platform provides cross-platform ad measurement to exploit all forms of video inventory in a single campaign., according to Synamedia, which worked with Sky on the development of the latter’s AdSmart platform.

“With Iris, the TV industry can finally combat the erosion of ad revenues to digital platforms and achieve its long-held ambition of generating new income from advanced TV advertising. Our end-to-end solution with its unified campaign management capability makes it easy for customers to drive new revenues from their inventory – even over more challenging one-way and hybrid networks – and offer established and new advertisers an alternative to the increasingly wild west world of online advertising,” said Scott Kewley, VP, advanced Advertising and Data at Synamedia.