# IRIS.TV, Inc.
> IRIS.TV · Los Angeles, CA
- Profile type: Company
- Profile status: baseline
- Last updated: 2026-05-03T00:00:00.000Z
- Canonical URL: https://thestateofstreaming.com/companies/iris-tv/
- Also known as: IRIS.TV, IRIS TV, Iris.tv
## Summary
IRIS.TV is a Los Angeles-based contextual video-data platform whose IRIS_ID content fingerprint standardizes episode-, movie-, and clip-level classification across the CTV bidstream. Founded in 2013 by Field Garthwaite and Richie Hyden, the company integrated with 1,400+ video content owners before being acquired by Viant Technology (NASDAQ: DSP) on November 12, 2024 — the deal that preceded Viant's TVision pickup and reshaped its identity-context-attention stack.

## Company facts

- Founded: 2013
- Headquarters: Los Angeles, CA
- Domain: iris.tv
- CEO: field garthwaite (https://thestateofstreaming.com/people/field-garthwaite/)


## Key facts

- IRIS.TV was founded in 2013 by Field Garthwaite (CEO) and Richie Hyden, and is headquartered in Los Angeles, California. — Crunchbase — IRIS.TV: https://www.crunchbase.com/organization/iris-tv
- Viant Technology announced the acquisition of IRIS.TV on November 12, 2024, with IRIS continuing to operate as an independent, platform-agnostic subsidiary led by co-founders Field Garthwaite and Richie Hyden. Deal terms were not disclosed. — Viant Technology — Acquisition of IRIS.TV (press release): https://investors.viantinc.com/news-releases/news-release-details/viant-technology-announces-acquisition-iristv
- At the time of the Viant acquisition, IRIS.TV had integrated with more than 1,400 video content owners, platforms, and content management systems, indexing over 60 million streaming video files via the IRIS_ID content identifier. — BusinessWire — Viant Technology Announces Acquisition of IRIS.TV: https://www.businesswire.com/news/home/20241112771393/en/Viant-Technology-Announces-Acquisition-of-IRIS.TV
- IRIS_ID is a content fingerprint that uses AI to extract contextual, emotional, and brand-suitability signals at the episode, movie, or clip level — enabling buyers and sellers to plan, target, and measure CTV campaigns against standardized content classification. — IRIS.TV Blog — Viant Acquisition Announcement: https://blog.iris.tv/en/viant-technology-announces-acquisition-of-iris.tv
- IRIS.TV raised an $18M Series B in April 2021 led by Intel Capital, with the round funding the build-out of contextual targeting and brand suitability infrastructure for CTV. — GlobeNewswire — IRIS.TV Series B Press Release: https://www.globenewswire.com/news-release/2021/04/07/2205783/0/en/IRIS-TV-Announces-18-Million-Series-B-Funding-Round-Led-by-Intel-Capital.html
- Viant's FY2024 10-K disclosed that the IRIS.TV acquisition closed on November 6, 2024 and represented approximately 1% of Viant's total assets and less than 1% of fiscal 2024 net revenues. — Viant Technology 10-K (FY2024) — SEC EDGAR: https://www.sec.gov/Archives/edgar/data/1828791/000182879125000010/dsp-20241231.htm


## Related

- viant technology (parent (acquired November 6, 2024)) — https://thestateofstreaming.com/companies/viant-technology/
- tvision insights (sibling subsidiary under Viant (announced April 15, 2026)) — https://thestateofstreaming.com/companies/tvision-insights/
- field garthwaite (Co-founder & CEO) — https://thestateofstreaming.com/people/field-garthwaite/
- richie hyden (Co-founder & President) — https://thestateofstreaming.com/people/richie-hyden/
- identity resolution (category (content-side identifier — IRIS_ID)) — https://thestateofstreaming.com/tech/identity-resolution/
- ctv bidding (category (contextual signal in the bidstream)) — https://thestateofstreaming.com/tech/ctv-bidding/
- addressable advertising (category) — https://thestateofstreaming.com/tech/addressable-advertising/


## External coverage

- IRIS.TV: IRIS.TV — official site (https://www.iris.tv/)
- 2024-11-12 — Viant Technology Inc.: Viant Technology Announces Acquisition of IRIS.TV (https://investors.viantinc.com/news-releases/news-release-details/viant-technology-announces-acquisition-iristv)
- 2024-11-12 — IRIS.TV: IRIS.TV Blog: Viant Technology Announces Acquisition of IRIS.TV (https://blog.iris.tv/en/viant-technology-announces-acquisition-of-iris.tv)
- 2024-11-12 — AdExchanger: Viant Acquires Data Biz IRIS.TV To Expand Its Programmatic CTV Reach (https://www.adexchanger.com/tv/viant-acquires-data-biz-iris-tv-to-expand-its-programmatic-ctv-reach/)
- AdExchanger: Viant Probably Wouldn't Have Acquired TVision If It Hadn't Bought IRIS.TV First (https://www.adexchanger.com/tv/viant-probably-wouldnt-have-acquired-tvision-if-it-hadnt-bought-iris-tv-first/)
- 2021-04-07 — GlobeNewswire: IRIS.TV Announces $18M Series B Funding Round Led by Intel Capital (https://www.globenewswire.com/news-release/2021/04/07/2205783/0/en/IRIS-TV-Announces-18-Million-Series-B-Funding-Round-Led-by-Intel-Capital.html)

## Profile
IRIS.TV is the contextual-video data layer most CTV buyers and sellers don't realize they're already touching. Founded in 2013 in Los Angeles by [Field Garthwaite](https://www.linkedin.com/in/fieldgarthwaite) and Richie Hyden, the company built a platform-agnostic content fingerprint — the IRIS_ID — that classifies streaming inventory at the episode, movie, or clip level so contextual, emotional, and brand-suitability signals can travel cleanly through programmatic pipes. By the time Viant Technology [announced the acquisition](https://investors.viantinc.com/news-releases/news-release-details/viant-technology-announces-acquisition-iristv) on November 12, 2024, IRIS had integrated with more than 1,400 video owners, platforms, and CMSs and indexed 60M+ streaming files.

The strategic significance of the deal didn't fully land until eighteen months later. Viant's [April 15, 2026 agreement to acquire TVision Insights](https://www.viantinc.com/company/news/press-releases/viant-announces-agreement-to-acquire-tvision-strengthening-its-ai-powered-programmatic-platform/) for $40M paired second-by-second attention measurement with the IRIS_ID context layer and Viant's Household ID — a stack AdExchanger argued [wouldn't have been buildable without IRIS landing first](https://www.adexchanger.com/tv/viant-probably-wouldnt-have-acquired-tvision-if-it-hadnt-bought-iris-tv-first/). IRIS continues to operate as an independent, platform-agnostic subsidiary under Garthwaite and Hyden, which is the part of the deal structure the rest of the ecosystem watches closely: a contextual identifier that travels cleanly across DSPs only retains its value if its parent doesn't quietly enclose it.
## Coverage on The State of Streaming
- ['Independent' Has Stopped Meaning Anything Buyers Can Audit](https://thestateofstreaming.com/opinion/2026/04/independent-adtech-stack-walled-garden-thesis-2/) — 2026-04-27
- ['Independent' Has Stopped Meaning Anything Buyers Can Audit](https://thestateofstreaming.com/opinion/2026/04/independent-adtech-stack-walled-garden-thesis/) — 2026-04-27
- [Viant Pulls TVision Inside the DSP, Collapsing the Neutral Attention Layer](https://thestateofstreaming.com/measurement-data/2026/04/viant-tvision-attention-currency-acquisition/) — 2026-04-26

## Tags

- ad-tech
- ctv
- contextual
- video-data
- identity
- subsidiary
- private

---
View this profile in a browser: https://thestateofstreaming.com/companies/iris-tv/
Browse the directory: https://thestateofstreaming.com/companies/
Machine-readable index: https://thestateofstreaming.com/llms.txt