Xumo Pacts With Gracenote and IRIS.TV for Contextual FAST Targeting

This move signals a shift in the FAST sector from broad genre-based ad placement to granular, video-level intelligence. By standardizing metadata and automating content analysis, Xumo is addressing the inventory transparency gap that has historically hindered programmatic spend in linear streaming. Within the broader ecosystem, this infrastructure roll-out provides a privacy-compliant alternative to behavioral targeting as cookie-based tracking continues to face technical and regulatory hurdles. Watch for whether this improved transparency allows Xumo to capture higher CPMs for live events and premium niches that were previously difficult for automated systems to classify accurately.

The expansion follows several years of infrastructure development aimed at maturing the FAST advertising stack. Gracenote, a Nielsen business unit, first launched its contextual CTV ad targeting tool in July 2024 with initial support from Magnite and Peer39. Xumo was an early participant in that pilot, as advertisers sought standardized taxonomies to navigate the fragmented streaming landscape. Per StreamTV Insider (July 2024), early Gracenote data suggested that the inclusion of specific content IDs in programmatic bid requests could increase advertising opportunities by over 700% compared to unclassified inventory.

In November 2024, Viant Technology acquired IRIS.TV, reflecting a broader trend of ad-tech consolidation centered on video content intelligence. The integration of frame-by-frame computer vision allows for brand suitability checks that go beyond basic show titles, identifying specific objects or sentiments that might conflict with or complement a brand's message. This is increasingly critical for FAST operators like Xumo, which is a joint venture between Comcast and Charter. Per Xumo (February 2026), the platform’s proprietary hardware, including the Xumo Stream Box, saw an 78% year-over-year increase in viewing hours in 2025, providing a controlled environment to implement these advanced advertising signals.

Contextual targeting is projected to grow as a privacy-safe alternative to third-party cookies. According to Grand View Research (2024), the global contextual advertising market is expected to expand at a 13.3% compound annual growth rate through 2030. Within the U.S. market, the demand for standardized metadata has become a primary pain point; a 2025 Gracenote study found that 70% of CTV advertisers cited the lack of metadata consistency as a major obstacle to effective campaign execution. Xumo's dual-layered approach aims to resolve this by combining broad program identifiers with specific AI-generated scene data.