In addition to targeting first-party identity and demographic data, PMG looked to target content that aligned with the interests of Carl’s Jr.’s customers.
Carl’s Jr.’s customers tend to be younger and male. A significant proportion are Hispanic and are interested in video games, sports, and anime. PMG targeted run-of-network content that aligned with these interests, as well as IRIS-enabled PMPs, a solution that targets curated CTV inventory with video-level contextual data enriched by AI.
IRIS.TV’s data partners, including Captify, GumGum, KERV.ai, Pixability, and Silverpush, utilize AI to analyze CTV content frame-by-frame to create contextual segments via the IRIS.TV platform.