Viant + Wurl: Unlocking Scene-Level Contextual Targeting at Scale

This week, we announced a game-changing integration with Viant – making it the first DSP to offer scene-level contextual targeting capabilities across CTV using BrandDiscovery, Wurl’s unique contextual signals and proprietary scene identification.

Through this partnership, advertisers using the Viant DSP can now access Wurl’s premium FAST inventory via oRTB (open real-time bidding) and tap into BrandDiscovery’s scene-level contextual and emotional signals. This gives marketers a new level of precision in reaching audiences on streaming TV: aligning creative with on-screen content in real time to create more impactful moments.

This advancement is powered by IRIS.TV’s IRIS_ID, and enriched with Wurl BrandDiscovery’s unique contextual signals and proprietary scene identification. With every Wurl impression IRIS-enabled™, advertisers gain a new level of precision – aligning creative with narrative moments that drive stronger engagement and results.

“Contextual relevance has been proven to drive results – better campaign performance and ROAS for advertisers, as well as incremental revenue for publishers,” said Ria Madrid, VP of Advertising Partnerships at Wurl. “Through this partnership between Viant and Wurl, a biddable contextual solution is now activated at an unbelievable scale.”

Advertisers using the Viant DSP can now:

• Target and activate across scene-level emotional and contextual categories
• Access Wurl’s premium FAST inventory programmatically via oRTB
• Discover top-performing scenes through the IRIS-enabled™ Content Report
• Measure and optimize performance with Viant’s Advanced Reporting tools

“We are powering a new generation of privacy-safe, contextually relevant advertising that benefits the entire ecosystem,” said Tom Wolfe, SVP of Business Development at Viant. “The partnership with Wurl helps fulfill our mission to drive meaningful outcomes for our advertisers, and across the CTV landscape by addressing persistent challenges like fragmented targeting, limited measurement and lack of content transparency.”

This is a big step forward for CTV – and we’re excited to be a part of it. Read more about the partnership here, and get in touch to learn more.