Synamedia updates advertising platform

Video software company Synamedia has unveiled updates to its Synamedia Iris advertising platform that expand campaign formats and increase monetisation options, according to the company.

With the addition of programmatic support to its direct sold capability, customers will now benefit from a single, unified ad platform that reaches consumers on any screen, Synamedia said.

The company has also teamed up with supply side platform (SSP) independent marketplace Index Exchange to connect Synamedia Iris customers with global advertisers.

Synamedia said that the addition of programmatic alongside direct advertising campaigns means that customers can now maximise the value of their inventory through the programmatic ecosystem and publishers can connect their agency partners to over 40 demand-side platforms (DSPs) through Index Exchange.

Synamedia Iris allows customers to mix and match different types of campaigns and compare bids from auctions running in parallel to select the campaign that maximises results and ensures that publishers get the best price for their ad inventory, according to the company.

Extending beyond its existing base, Synamedia Iris is targeting new customers including direct to consumer content providers and operators with FAST channels who have multiple campaign types and want to reach audiences based on a broad range of targeting capabilities.

The update also extends Synamedia Iris’ reach to connected TV (CTV) streaming devices.

As well as targeting based on audience segment data, Synamedia Iris now makes it possible to reach specific channels, apps, services, viewer devices, locations, times, or contextually, based on the viewing content metadata.

Synamedia Iris’ SSAI service, which eliminates heavy client integration and avoids ad blockers, is meanwhile now available as a standalone product.

“Synamedia Iris has already proven its value in the addressable advertising space across both broadcast TV and streaming services, delivering operational efficiencies and new monetisation opportunities. Importantly, while much of today’s ad tech started on the digital side, we approached unified advertising from the broadcast perspective, building on more than a decade’s experience in addressable advertising. The result is a platform that not only meets the needs of a broad customer base but is future-proofed for the fast-changing ad market,” said Scott Kewley, VP, commercial product management at Synamedia.

Marija Masalskis, senior principal analyst for TV, Video and Advertising at Omdia, said, “When it comes to advertising, the large broadcasters are looking to work with a trusted partner who really understands their business and challenges. For this reason, ad tech specialists and digital native vendors may not be the right solution for their needs. And, as broadcast and digital converge, those technology providers with a broadcast heritage are in a strong position as linear TV is the tougher nut to crack.”