FOR IMMEDIATE RELEASE
New York, NY — August 12, 2026 — Sightly, the AI-powered media intelligence company, today announced the expansion of SmartLists to connected TV (CTV) inventory through its partnership with IRIS.TV, a Viant Technology company. The integration gives advertisers direct control over individual CTV video placements, ending the reliance on broad app, program, or genre categories to determine where streaming campaigns run.
SmartLists are powered by Sightly’s Brand Mentality® platform, which helps advertisers understand how culture and audience behavior are evolving in real time. In CTV, buyers often have limited visibility into the specific videos where their ads may appear, forcing them to guess about context or overblock inventory to ensure brand suitability. Through IRIS.TV’s content ID, the IRIS_ID, Sightly accesses content from leading streaming publishers and analyzes it at the video level, classifying each video based on its unique attributes, including tone, topic, sentiment, and cultural nuance.
That intelligence gives advertisers a more precise way to identify streaming content that aligns with their brand and audience strategies. Across Sightly campaigns activated on Viant DSP, sports-aligned inventory has delivered a 30.5% higher conversion rate than the portfolio average, with baseball content driving conversion rates 155% above the benchmark. These high conversion rates demonstrate the value of aligning campaigns with the relevant, high-intent content viewers are watching in real time, rather than relying on broad bid-stream content data. Buyers can define the themes their brands want to embrace, identify topics or environments to avoid, and use those inputs to create dynamic inclusion and exclusion lists. As content changes, SmartLists refresh to keep media decisions aligned with the advertiser’s Brand Mentality profile.
“CTV has remained a black box for too many advertisers, leaving buyers with limited visibility into the specific content their ads run alongside,” said Adam Katz, CEO of Sightly. “By bringing SmartLists to CTV through our partnership with IRIS.TV and Viant, we’re giving buyers the video-level intelligence and control to move beyond broad app and genre assumptions, reach the right streaming audiences and keep campaigns aligned with their brands as content and culture change.”
The workflow is designed to connect real-time cultural intelligence with activation. Sightly works with IRIS.TV to turn custom CTV packages into Deal IDs that buyers can activate through their preferred demand-side platforms. Agencies and brands gain a more direct path from brand-specific contextual decisions to addressable CTV inventory, without adding a separate planning or buying workflow.
“For too long, CTV buyers have had to settle for targeting at the app or genre level, leaving them blind to the actual content their ads run against,” said Nancy Neumann Grey, SVP Business Development at IRIS.TV. “By combining video-level data from IRIS.TV with Sightly’s dynamic curation, we are giving advertisers the transparency they need to buy streaming inventory with total confidence and precision.”
The CTV expansion builds on Sightly’s SmartLists 2.0 platform expansion across YouTube, YouTube Shorts, online video and the programmatic web. Together, these capabilities give buyers a consistent approach to dynamic, content-level curation across major video environments while allowing each campaign to reflect the brand’s specific priorities.
For more information or to request a demo, visit www.sightly.com.
About Sightly
Sightly is an AI-powered marketing intelligence company helping brands make better, faster decisions through its patented Brand Mentality platform. The technology combines real-time cultural, contextual and audience intelligence to inform planning, creative and activation. Learn more at www.sightly.com.
About IRIS.TV
IRIS.TV, a Viant Technology company, is the leading content data marketplace for streaming. We structure, connect, and activate the world’s video-level data to create better viewing experiences and advertising outcomes. Our content identifier, the IRIS_ID, enables our partners to build scalable advertising solutions for contextual and brand-suitability planning, targeting, and measurement. Learn more about the IRIS_ID and the IRIS-enabled ecosystem of premium sellers, data partners, and ad platforms at www.iris.tv.