CANNES — In media environments, the historic separation between “church and state” – editorial and commercial – has long served newsrooms well.

But what if emerging technology imperatives said that both sides could now benefit more from shared interest?

“When you look at the kind of the technologies that underpin this entire industry, you’ve always had this world of advertising technology and then content technology,” says Daniel Harrison of, a video technology vendor. “But very rarely have they really spoken together.

“If you really want to deliver on the concept of relevance and create that personalized stream from the ads you see to the content you experience, and then ultimately tie that to some outcomes for an advertiser … you have no choice but to start to link these tools together.”

Harrison is chief revenue officer of the LA company whose technology is already deployed on many broadcaster and publisher sites, for which it uses natural language processing to automatically add and structure video metadata.

That data now also signals the context of videos to ad buyers, and IRIS.TV even allows buyers to buy ads right in its own publishers’ video units.

“We actually bring both the content decisioning and the advertising decisioning much more closely together,” he says.

MediaMath, a digital ad-buying platform, has just teamed up with IRIS.TV to provide a “sentiment score” brands can use in their buying decisions.

The company took Series A funding in 2015 from investors including Sierra Wasatch, Bertelsmann Digital Media Investments, Progress Ventures and Machinima founder Allen DeBevoise and executives from Nielsen, AEG and Lionsgate.

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