The following information is pertaining to how the IRIS.TV Contextual Video Marketplace activates contextual data partners segments to enable private marketplace deals.
Activating Contextual Segments as Key-Value Pairs
IRIS.TV will store contextual data partners segments as 3rd party meta-data on each videos asset record in the IRIS.TV system.
When a video is viewed IRIS.TV will send contextual data partners segments to the publisher's ad call in the form of comma-separated key-value pairs.
A sample of IRIS.TV Context API response:
Once the IRIS.TV Context API has returned the key-value pairs, the publisher can pass those values to their supply-side platform in the “context” custom key-value pair.
The SSP can then utilize the custom key-value pair to define any necessary private marketplace targeting. SSPs can target one or many segments allowing for flexible PMP set up.
Once the SSP has set up the PMP a Deal ID will be created enabling the DSP to target the curated supply via the brand's DSP Seat ID.
When live the buyer can access the PMPs seamlessly while applying additional buy-side targeting as needed.