In CTV’s New Era, Curation Gets Smarter: PubMatic & IRIS.TV Expand What’s Possible
PubMatic
MAY 27, 2025
As the 2025 upfronts come to a close, advertisers are facing more than just shifting budgets. Publishers passing IRIS_IDs in bid requests have seen eCPM lifts by 20-25%, driven by increased advertiser demand for high-performing impressions. These curated deals are not only scalable and transparent; they deliver results.
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