This article was originally published in Broadcasting Cable. You can read the full article here.

Programmatic ad company MediaMath has made a deal with Iris.TV that will let advertisers buy video campaigns based on contextual targeting.

More programmatic campaigns are based on reaching a certain type of viewer, either based on demographics or other factors, such as whether they’re in the market for a certain product.

Mediamath will let marketers also place their commercials within relevant content. The contextual information can also help advertisers avoid having their commercials in content they do not want to be associated with.