Viant Acquires Data Biz IRIS.TV To Expand Its Programmatic CTV Reach
Viant acquired IRIS.TV, a CTV data platform, to enhance programmatic ad opportunities by providing granular video-level targeting via IRIS IDs. This acquisition, announced during Viant’s Q3 earnings, allows better contextual signals for campaign performance. IRIS.TV will remain independent but integrate with Viant tools. CTV drives Viant’s growth, comprising 50% of its revenue, with Q4 projections at $82–$85M. Viant aims to optimize publisher monetization and ad performance.
See full article on Ad Exchanger
Facebook Switches to ‘Views’ as Its Primary Metric
Meta has announced that Facebook will now use “Views” as its primary metric, following Instagram’s shift in August. This change simplifies content performance measurement by using a single metric for all content types. “Views” will replace various metrics like “Impressions” and will include repeat views. Additionally, “Watch Time” will be renamed to “Minutes Viewed”. This update aims to streamline data tracking across both platforms.
See full article on Social Media Today
Google Ad Manager Launches Curation Capabilities For Agencies
Google Ad Manager has introduced new curation capabilities for agencies, allowing them to buy curated audiences and inventory packages in one central location. This update aims to streamline workflows, improve forecasting, and simplify billing processes. Agencies can now connect with partners more easily, enhancing their ability to manage ad operations and campaign strategies efficiently. Curation is launching in North America, and will roll out globally early 2025.
See full article on Search Engine Journal
Google Lens for In-Store and Local Shopping
Google Lens now offers in-store and local shopping features, allowing users to take photos of products to get prices, reviews, and availability from nearby stores. This update leverages Google’s AI and Shopping Graph’s 45 billion product listings. Available in the U.S. via the Google app, it aims to enhance the in-store shopping experience by providing detailed product information and price comparisons.
