Acxiom, IPG Mediabrands, and IRIS.TV have partnered to launch Acxiom Contextual CTV, a privacy-safe targeting tool powered by IRIS_ID. The solution analyzes content context—genre, subject, tone—without using personal identifiers, addressing rising privacy concerns as cookies disappear. Already present in 17–40% of US bidstream inventory, IRIS.TV enables more accurate targeting, while early pilots show higher video completion rates and stronger brand lift. Publishers benefit too, with CPMs rising as much as 25%. With CTV ad sales projected to hit $46.9 billion by 2028, this approach could set a new industry standard for performance, compliance, and contextual relevance.

The news: Sports-centric streaming service Fubo has agreed to pay $3.4 million to settle a lawsuit claiming it illegally distributed customers’ personal data to advertisers without consent. The lawsuit alleged that Fubo went against the Video Privacy Protection Act (VPPA) in 2023 by collecting personally identifiable information (PII), including data on consumers’ viewing history and location, and sharing this information with third party advertisers. Our take: Fubo’s lawsuit echoes growing concerns over how platforms approach data privacy and questions over the legality of using sensitive information to serve personalized ads—requiring that advertisers shift their strategies.