# Field Garthwaite
> Co-Founder & CEO at iris tv
- Profile type: Person
- Profile status: baseline
- Last updated: 2026-05-03T00:00:00.000Z
- Canonical URL: https://thestateofstreaming.com/people/field-garthwaite/
- Also known as: Field Garthwaite
## Summary
Co-founder and CEO of IRIS.TV, the contextual-video data platform whose IRIS_ID became a de facto content identifier across CTV. Garthwaite has led the company since founding it in 2013 and continues to run the unit inside Viant Technology following the November 2024 acquisition.

## Profile facts

- Current title: Co-Founder & CEO
- Current company: iris tv (https://thestateofstreaming.com/companies/iris-tv/)


## Career trajectory

- 2011-01-01 — Co-founder at jukebox-tv. Co-founded Jukebox TV — a personalized-video product often described as 'Pandora for video' — which the team patented before pivoting the technology into IRIS.TV.
- 2013-03-01 — Co-Founder & CEO at iris-tv. Co-founded IRIS.TV in March 2013 with Richie Hyden after pivoting the Jukebox TV technology stack into a video personalization and data platform for publishers.
- 2021-04-07 — Co-Founder & CEO at iris-tv. Closed an $18M Series B led by Intel Capital, with participation from WISE Ventures, Quest Venture Partners, Mirae Asset Venture Investment, and ad-tech founders Mike Baker (dataxu), Mike Shehan (SpotX), and Ari Paparo (Beeswax). Capital earmarked for scaling IRIS.TV's video data platform and CTV-targeting APIs.
- 2024-11-12 — Co-Founder & CEO, IRIS.TV (a Viant Technology company) at iris-tv. Viant Technology (NASDAQ: DSP) announced acquisition of IRIS.TV. The unit continues to operate independently under Garthwaite and co-founder Richie Hyden, with Viant committing to keep the IRIS_ID open to the broader ecosystem.

_This page uses only public-professional information (roles, public statements, media appearances)._

## Key facts

- Co-founded IRIS.TV in March 2013 with Richie Hyden, building it into a contextual video data platform indexing more than 60 million streaming video files across 1,400+ content owners and platforms. — Viant Technology: https://www.viantinc.com/company/news/press-releases/viant-technology-announces-acquisition-of-iris-tv/
- Led IRIS.TV's $18M Series B in April 2021, headed by Intel Capital, to scale the company's video data platform and CTV-targeting APIs. — GlobeNewswire (IRIS.TV 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
- Continues as Co-Founder and CEO of IRIS.TV following Viant Technology's November 12, 2024 acquisition announcement, with the unit operating independently inside Viant. — Viant Technology Investor Relations: https://investors.viantinc.com/news-releases/news-release-details/viant-technology-announces-acquisition-iristv
- Holds a BA from Pomona College with a focus on art, media, and technology; began his media career at 17 as an intern at Columbia Records. — NYC TV Week (40 Under 40 speaker bio): https://www.nyctvweek.com/40under40/speaker/31913/field-garthwaite


## Related

- iris tv (Co-Founder & CEO) — https://thestateofstreaming.com/companies/iris-tv/
- viant technology (Parent company (acquired IRIS.TV Nov 2024)) — https://thestateofstreaming.com/companies/viant-technology/
- richie hyden (Co-founder & President, IRIS.TV) — https://thestateofstreaming.com/people/richie-hyden/


## External coverage

- 2024-11-12 — IRIS.TV: 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/)
- IRIS.TV: IAB Tech Lab OpenRTB Community Extension: Extended Content Identifiers (https://blog.iris.tv/en/iab-tech-lab-community-extension-extended-content-identifiers)
- IRIS.TV: Field Garthwaite — IRIS.TV Blog (https://blog.iris.tv/en/author/field-garthwaite)
- TVREV: How Can Streaming Content Get Organized? Field Garthwaite Explains it to a Teenager (https://www.tvrev.com/news/iristvexplaintoteen)

## Profile
Field Garthwaite has spent the past decade arguing that streaming advertising can't work without a shared way to identify what's playing next to an ad. IRIS.TV — the company he co-founded with Richie Hyden in 2013 — built that layer in IRIS_ID, a contextual content identifier that publishers, DSPs, and measurement vendors now plug into across the CTV stack.

The trajectory crystallized in November 2024, when Viant Technology acquired IRIS.TV in a deal that left Garthwaite running the unit independently inside the public DSP. Viant's pitch to the market: IRIS_ID stays open to the rest of the ecosystem; the team keeps shipping. For Garthwaite, the acquisition is less an exit than a distribution upgrade for the standard he and Hyden have spent eleven years pushing.

## Tags

- ctv
- contextual
- video-data
- founders
- measurement

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