AdTechGod Pod Episode Summary: "The Refresh News: Viant Acquires Iris TV with Tim and Chris Vanderhook"
Release Date: November 13, 2024
Introduction
In this episode of the AdTechGod Pod, host Ad Tech God welcomes listeners to a special discussion marking a significant development in the advertising technology landscape. Joined by Tim Vanderhook and Chris Vanderhook, representatives from Viant, the conversation centers around Viant’s recent acquisition of Iris TV, a move poised to reshape the Connected TV (CTV) advertising ecosystem.
Viant's Acquisition of Iris TV
The episode kicks off with Ad Tech God announcing the major news: "As of yesterday, we heard that Viant acquired Iris TV." This acquisition is more than a mere expansion; it represents a strategic enhancement of Viant’s capabilities in the CTV space. Chris Vanderhook elaborates on the strategic vision behind the acquisition:
Chris Vanderhook [02:51]: “The problem that Iris addresses in the industry is really around transparency in the CTV ecosystem... giving more targeting, more data to the buy side to be able to make sure that those spots are very relevant.”
This integration aims to provide advertisers with deeper contextual and brand suitability data, enabling more precise ad placements aligned with specific content attributes.
Strategic Implications for the AdTech Ecosystem
Tim Vanderhook delves into how this acquisition fits within Viant's broader strategy and the ad tech industry's dynamics:
Tim Vanderhook [04:07]: “Ad tech is very insular. We’ve never liked that… we believe that understanding the content at a granular level in CTV will enable the open ecosystem to create superior ad products to those of the walled gardens.”
Viant is positioning itself to challenge the dominance of major walled garden platforms by enhancing the open ecosystem's ability to offer competitive, data-rich advertising solutions. This move is also a proactive step in countering the concentrated ad spending controlled by a few large players.
Impact on Connected TV (CTV) and the Shift from Walled Gardens
The conversation shifts to the evolving CTV market and the potential for reducing reliance on walled gardens:
Chris Vanderhook [07:38]: “The trend in CTV is away from walled gardens... platforms like Roku are opening up to more programmatic demand.”
Both guests agree that the CTV landscape is moving towards greater programmatic integration, which offers more flexibility and transparency compared to traditional walled garden models. They highlight that even social platforms are gradually opening up, allowing for incremental demand from programmatic Demand-Side Platforms (DSPs).
Tim Vanderhook [08:09]: “We have to make what adtech enables today is predominantly mid to large size marketers, but we have to enable the smaller ones as well to be.”
This democratization ensures that both large and small advertisers can benefit from sophisticated CTV advertising tools, fostering a more inclusive and competitive marketplace.
Privacy and Data Security
A critical aspect discussed is the handling of privacy and data security in the wake of the acquisition:
Tim Vanderhook [14:14]: “We've long believed that privacy was going to take center stage... IRIS is really about understanding what people are watching and being able to make ads relevant to the content.”
Chris Vanderhook [16:25]: “There is no privacy issue. It's just data about the content not attached to a user or a household.”
By focusing on content-based data rather than user-specific information, Viant ensures compliance with privacy regulations like the Video Privacy Protection Act (VPPA). This approach allows for effective targeting without compromising individual privacy.
Market Reactions and Client Feedback
When asked about the market's response to the acquisition, Tim shares:
Tim Vanderhook [19:05]: “A lot of people are really happy for the Iris team... they remind us of ourselves and that energy they have as entrepreneurs.”
Clients have expressed enthusiasm about the acquisition, appreciating Viant’s commitment to innovation and support for the broader open ecosystem. This positive feedback underscores the industry's readiness for more transparent and data-driven advertising solutions.
Future Plans and Maintaining Independence
A significant point of discussion is Viant’s decision to keep Iris TV operationally independent:
Chris Vanderhook [21:00]: “We have to do a good job at the IRIS acquisition and giving the space to those entrepreneurs to continue with their mission.”
This strategy ensures that Iris TV can maintain its entrepreneurial spirit and continue innovating within the Viant umbrella. It also sets a precedent for future acquisitions, fostering a collaborative environment where specialized teams can thrive.
Conclusion
The acquisition of Iris TV by Viant marks a pivotal moment in the ad tech industry, emphasizing transparency, enhanced targeting capabilities, and a shift towards an open ecosystem in CTV advertising. Ad Tech God wraps up the episode by reaffirming the podcast’s mission to spotlight the innovators driving the future of ad tech.
For more insights and updates, listeners are encouraged to follow Ad Tech God on various social platforms and engage with the ATG Slack community for networking and industry discussions.
Notable Quotes:
- Chris Vanderhook [02:51]: “Giving more targeting, more data to the buy side to be able to make sure that those spots are very relevant.”
- Tim Vanderhook [04:07]: “Ad tech is very insular… we believe that understanding the content at a granular level in CTV will enable the open ecosystem to create superior ad products to those of the walled gardens.”
- Chris Vanderhook [07:38]: “The trend in CTV is away from walled gardens... platforms like Roku are opening up to more programmatic demand.”
- Tim Vanderhook [14:14]: “We've long believed that privacy was going to take center stage... IRIS is really about understanding what people are watching and being able to make ads relevant to the content.”
- Chris Vanderhook [16:25]: “There is no privacy issue. It's just data about the content not attached to a user or a household.”
- Tim Vanderhook [19:05]: “A lot of people are really happy for the Iris team... they remind us of ourselves and that energy they have as entrepreneurs.”
This episode provides a comprehensive look into how Viant's acquisition of Iris TV is set to influence the advertising technology sector, offering listeners valuable insights into the future of CTV advertising and the ongoing battle against walled garden dominance.