AdTechGod discusses the recent acquisition of Iris TV by Viant Technologies with Tim and Chris Vanderhook. In this episode, we dive into Viant’s recent acquisition of Iris TV, aimed at boosting transparency and improving targeting and measurement in the growing CTV space, where over 40% of ad spend on Viant’s platform now flows. We explore how this move strengthens Viant’s ad products to compete with walled gardens while keeping Iris TV independent to support an open ecosystem. We’ll also look at the importance of understanding content at a detailed level to give advertisers the edge in reaching the right audiences. takeaways Viant acquired Iris TV to enhance transparency in the CTV ecosystem.The acquisition aims to provide better targeting and measurement capabilities.CTV is growing rapidly, with over 40% of total spend on Viant's platform.The focus is on creating superior ad products to compete with walled gardens.Iris TV will operate independently to support the open ecosystem.Understanding content at a granular level is crucial for advertisers.Privacy regulations are shaping the future of ad tech.The market is excited about the potential of Iris TV.Investment in ad tech is essential for the open ecosystem's growth.Viant aims to attract more entrepreneurs to build innovative solutions. Chapters 00:00 Introduction to the Acquisition 01:07 The Purpose Behind Acquiring Iris TV 05:14 The Future of CTV and Walled Gardens 08:14 Iris TV's Independence and Its Role 10:37 Understanding Content and Privacy in CTV 18:33 Market Reactions and Future Prospects Mentioned in this episode: Sweet Suites