Iris.tv12 Dec 2025 22:42
Perhaps a small thing, but I notice that Iris.tv has updated the partners section on its site to include us.
https://www.iris.tv/our-partners/
We weren’t on there when I last checked, a few weeks ago I think.
As I’ve said previously, being an Iris partner means they, as well as us, are selling CIQ services, and embeds us into a platform that’s already trusted by, and provides all KPI’s for, its customers.
It also positions us alongside THE major players in the space - just look at the other partners.
I asked AI how easy it is to be accepted for Iris integration, and how big a deal it is for CIQ - this is what it said;
“Because of the way the IRIS_ID works, only a select group of partners are allowed to supply contextual, brand-safety, and video-intelligence data into the ecosystem. These partners’ data becomes available to DSPs, SSPs, publishers, and advertisers. To become a data partner, a company typically needs to:
1) Provide unique or high-quality video-level data signals
– IRIS.TV already works with industry leaders like GumGum, Comscore, and Silverpush.
– A new partner must bring distinct, accurate, or higher-fidelity video intelligence.
2) Meet technical & compliance requirements
– Ability to process video files and return signals at scale
– Consistent taxonomies (IAB content categories, brand safety/suitability levels, etc.)
– Low error rates and high coverage
3) Integrate into the IRIS_ID infrastructure
– Partners need to align their metadata or contextual signals to the universal video ID system.
– This usually requires engineering resources and ongoing data validation.
4) Satisfy privacy, security, and reliability standards
IRIS.TV is used in major broadcast and CTV environments, so partners must meet enterprise-grade requirements.
Conclusion: It is not “easy” to become an IRIS.TV data partner. Approval requires technical depth, high data quality, and demonstrable value.”
So, we’ve been told CIQ is a quality offering, but the Irish integration validates that.
And on how big a deal it is for us, AI said..
“ A startup becoming an IRIS.TV data partner is roughly equivalent to a startup being accepted into an elite interoperability layer or exchange in the industry. It’s a sign that they have serious technical capability,
meet quality standards, and are producing differentiated data IRIS.TV believes buyers will actually use.”
I think the value of this integration is lost on the market. Apart from anything else, it means Irish think we offer a quality and differentiated service that allows us to compete with much much bigger players.
Apologies for the long post!!