RE: Question?30 Mar 2026 13:22
Getting heads round all the industry jargon is a bit of a headbanger, but this is the way I understand it (as best as I can set it out)
CIQ is a contextual intelligence tool for CTV and online video. It gets access to large volumes of content through its integration with IRIS.TV. CIQ analyses that content at a highly granular level, tagging moments with signals like happy, sad, angry, sporty, or whatever is relevant.
CTV and video content have ad slots—think of the ones we see in YouTube videos. SSPs like Magnite and PubMatic package those slots into sellable inventory. If a campaign brief doesn’t care about context, the SSP will sell the slots scattergun-style. But if the brief wants ads targeted to a specific audience or shown during certain emotional moments, the SSP can include CIQ’s contextual signals to meet that goal. That's a service they want to offer, and why they partner with firms like CIQ.
With PubMatic, this process is becoming more and more agentic: an AI agent uses natural language (via an LLM) to interpret a campaign brief—e.g., “I’m selling dancing shoes; I want to target 20–30-year-olds at happy moments in content they’re watching.” The Pubmatic agent then curates the right inventory and offers slots enhanced with CIQ signals to match the brief automatically. We then get a slice of the Pubmatic revenue relating to that campaign.
We aren't the only data partner. Pubmatic have loads, all doing different things, and certainly not all contextual.
But there are other contextual partners. Whether the Pubmatic chooses CIQ over another as part of this agentic curation process will depend on the brief and whether we are the best solution to match it. That might be because of the quality or type of our signals, or it might be based on cost. Or a mix.
Where things get really interesting is if we get white labelled by a major agency or agencies. In short, white-labeling shifts CIQ from being just a directly monetised, branded signal in SSP curated offerings, to a licensed technology powering an agency’s own contextual offering, potentially providing steadier revenue but less brand recognition. You get a major agency representing hundreds of brands then this becomes hugely valuable for us.
Thats how I understand it all anyway, but happy to be put right!!