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New integrations provide advertisers with enhanced contextual signals across FAST channels and streaming content
Xumo has announced expanded integrations with Gracenote and IRIS.TV, enhancing contextual advertising capabilities across its free ad-supported streaming television (FAST) inventory and helping advertisers improve campaign targeting and content alignment.
The new integrations are designed to provide deeper insights into streaming content, enabling advertisers to make more informed decisions about where and how ads are placed across Xumo’s growing network of channels and programming.
As streaming audiences continue to spread across multiple platforms, services, and devices, advertisers are increasingly seeking tools that offer greater transparency and precision when targeting viewers within specific content environments.
Enhancing Contextual Intelligence for Streaming
The expanded partnership introduces advanced content intelligence capabilities that allow advertisers to better understand the context surrounding available advertising inventory.
Gracenote’s content intelligence technology provides standardized program-level metadata, content identifiers, and classification frameworks that help advertisers evaluate and organize streaming inventory more effectively. These insights create a consistent structure for understanding programming across a wide range of content categories.
Meanwhile, IRIS.TV adds video-level contextual analysis capabilities, using artificial intelligence to evaluate content and generate detailed contextual signals that can be used for advertising decisions.
Together, these technologies enable more precise audience targeting and content alignment across both live and on-demand streaming environments.
Bringing Advanced Targeting to FAST Channels
While contextual advertising tools have become increasingly common in video-on-demand environments, their application within FAST channels has been more limited.
Xumo’s latest initiative aims to bridge that gap by extending contextual intelligence capabilities into linear streaming environments. The approach allows advertisers to evaluate content characteristics across both scheduled programming and on-demand content, helping improve relevance and campaign effectiveness.
The company’s FAST ecosystem currently includes approximately 2,000 channels distributed across more than 30 platforms, creating significant opportunities for advertisers seeking scalable streaming audiences.
Supporting Brand Safety and Campaign Performance
Contextual advertising has become an important strategy as marketers seek alternatives to traditional audience targeting methods while maintaining brand safety and campaign efficiency.
By providing deeper content-level insights, advertisers can better align campaigns with appropriate programming, reduce irrelevant placements, and improve overall campaign performance.
Industry analysts note that contextual intelligence is becoming increasingly valuable as privacy regulations evolve and marketers place greater emphasis on relevance, transparency, and quality media environments.
Growth in the FAST Streaming Market
The announcement follows continued growth in the FAST streaming sector, which has emerged as one of the fastest-growing segments of the connected TV ecosystem.
Consumers are increasingly turning to free, ad-supported streaming services as part of their entertainment consumption habits, creating new opportunities for brands to reach engaged audiences outside traditional television environments.
As competition for viewer attention intensifies, streaming platforms are investing in technologies that improve advertising effectiveness while delivering more relevant experiences for audiences and marketers alike.
With the latest integrations, Xumo is further strengthening its advertising infrastructure as contextual targeting, content intelligence, and data-driven activation become increasingly important components of modern streaming advertising strategies.
