Viant Technologies announced a new integration with Wurl to become the first Demand-Side Platform (DSP) to deliver scene-level contextual intelligence across Connected Television (CTV). This advancement is powered by IRIS.TV’s IRIS_ID and enriched with Wurl BrandDiscovery’s unique streaming signals and proprietary scene identification. With this innovation, advertisers gain the power to align messaging with on-screen context in real time, driving stronger engagement and outcomes. This breakthrough is further enhanced by Viant’s new Open Real Time Bidding (oRTB) integration with Wurl, unlocking premium Free Ad-Supported Streaming TV (FAST) inventory from top publishers. This partnership marks the first time Wurl’s BrandDiscovery-enabled supply is available via direct oRTB in a DSP, aligning with Viant’s supply path optimization initiatives by streamlining access to premium inventory. By combining this supply with Viant’s Household ID and identity graph, which provides 95% of coverage of U.S. adults 18+, advertisers achieve greater reach, relevance, and efficiency in the fastest-growing digital advertising channel: CTV. Through its integration with IRIS.TV, Wurl’s proprietary BrandDiscovery segments, which classify each scene’s emotional tone and thematic context, are now assigned IRIS_IDs at the scene level. With every Wurl impression IRIS-enabled, advertisers gain a new level of precision, aligning creative with narrative moments that drive stronger engagement and results. These signals are fully actionable in the Viant DSP via the company’s newly launched IRIS-enabled™ Content Report and Pre-bid Targeting solution. Advertisers using the Viant DSP can now: Target and activate across scene-level emotional and contextual categories; Access Wurl’s premium FAST inventory programmatically via oRTB; Discover top-performing scenes through the IRIS-enabled™ Content Report; Measure and optimize performance with Viant’s Advanced Reporting tools