Richie Hyden

Contextual targeting laid the foundations of TV advertising – particularly by ensuring that ads were stitched into content marketers considered “brand safe.” With the advent of CTV, buyers put context on the back-burner in favor of more granular, first-party audience targeting. Now, the pendulum is swinging back again. Why? Two words: signal loss.

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Richie Hyden, co-founder and chief operating officer at IRIS TV. In the fast-changing TV business, data will be the currency that pays for everything. It will allow for better ad targeting, smarter decision-making and […]