AdTech Decoded: Why Context Is the Secret Ingredient in CTV Success

If your ad runs next to the wrong content, don’t be surprised when it falls flat. That’s the tough love delivered by Field Garthwaite, CEO and Co-Founder of IRIS.TV, in our latest AdTech Decoded episode.

His point? Simple: great creatives only work when they’re seen in the right context—especially on Connected TV (CTV), where audiences are highly engaged and attention is a scarce (and valuable) currency.

But here’s the exciting part: thanks to Viant’s integration with IRIS.TV, advertisers can now go beyond generic placement and match ad creatives with the emotional and contextual signals of surrounding content. Even better? We can measure the results.

From Gut Feel to Hard Data

In the past, content alignment was more of a hunch than a science. Today, Viant’s platform helps you correlate content context with real outcomes—whether that’s driving more search traffic, improving brand recall, or boosting conversions.

For example, imagine a fitness brand placing an ad next to a high-energy docuseries about Olympic athletes. Or a home décor brand showing up during a popular interior design show. With contextual targeting powered by IRIS.TV, these scenarios aren’t just creative wins—they’re performance drivers.

Measurement Is the Magic

This isn’t just about placing ads more thoughtfully. It’s about tying those placements to outcomes you care about. Inside Viant’s DSP, marketers can now understand:

• Which types of content lead to more website visits
  
• Where ad placements increase awareness and brand favorability
  
• How context alignment can drive incremental search activity
  

In other words, we’re finally connecting the dots between what’s on screen and what’s happening in the real world.

Contextual CTV Targeting: A Smarter Way to Win

With third-party cookies fading and audience targeting getting trickier, context is having its comeback moment—and it’s smarter than ever. Contextual targeting on CTV gives advertisers the best of both worlds: enhanced brand safety and brand suitability with measurable results.

And thanks to Viant + IRIS.TV, context is no longer a nice-to-have—it’s your new growth lever.

Final Thought: Put Your Ads Where They Belong

If you’re still placing your CTV ads without thinking about the content they appear with, you’re missing the bigger picture—and likely missing performance goals too. Viant’s contextual targeting tools, powered by IRIS.TV, are here to change that.

Because in 2025, content isn’t just king. It’s the key to outcomes.