IRIS.TV Co-Founder and CEO Field Garthwaite talks to us about their new partnership with GroupM’s Finecast, how it helps to set new standards for transparency so that advertisers know the context of the programming their ads are running against and can plan accordingly.

[The painting Garthwaite is sitting in front of in the video is by his father, the noted artist Ernest Garthwaite.]

Field Garthwaite: This partnership with GroupM and Finecast is really exciting because this is the group inside of WPP and GroupM that's focused on movingTV investment into the new streaming connected TV space at scale.

And to do that, what they've concluded is it really requires content transparency in order to understand where it is that their buyers are placing their media content.

This move, by partnering with IRIS, is enabling them to access data signals for brand safety, contextual targeting, and verification on every buy across all of the supply sources that they partner with.

It really is setting a new standard for transparency in the industry, and it's a great outcome for major broadcasters and publishers as well, because what it's enabling them to do is really validate that premium content does drive higher ROI. It does drive higher recall and higher sales for major brands.

So what’s really exciting for this is that now, on every single buy, you can guarantee that the investment for that brand is going to be brand safe or is going to be directly adjacent to content that really matters to that brand.

And this is going to be different for everyone. It's going to be consistent in that the same way that people have search engine optimization and certain keywords and categories that they want to own or certain topics that they really care about targeting in social, you can now do the same thing in streaming video both connected TV and online video at the exact moment a consumer is watching relevant videos.