Xumo expands contextual ad targeting with Gracenote, IRIS.TV
June 23, 2026



Xumo, the US streaming platform joint venture between Comcast and Charter, has announced expanded integrations with Gracenote and IRIS.TV. The new capabilities give advertisers access to distinct contextual signals across Xumo’s FAST inventory, supporting more precise, brand-enhancing activation across both linear and on-demand streaming content.

Xumo is among the first to bring signals commonly associated with on-demand libraries to FAST channels, broadening how contextual intelligence can be used in streaming through the expanded integrations.


Gracenote CTV Content Intelligence delivers standardised, source-validated programme-level metadata, IDs and taxonomy to Xumo’s streaming inventory, creating a common language that helps marketers evaluate FAST opportunities and activate campaigns with transparency, precision and scale. IRIS.TV brings video-level contextual intelligence to the FAST service, enabling leading AI models to analyse content frame-by-frame and surface signals across Xumo’s linear and on-demand programming. Combined, these capabilities enable advertisers to improve relevance, reduce waste and support stronger performance outcomes across Xumo’s global FAST footprint of 2,000 channels on more than 30 platforms.

“Xumo’s expanded integrations with Gracenote and IRIS.TV give marketers better tools to understand and activate around live streaming content,” commented Jerrold Son, Vice President, Ad Revenue Operations at Xumo Advertising. “By bringing deeper contextual signals across all our FAST programming, including linear, we’re helping advertisers improve brand safety and suitability, better navigate content genres, and bring more actionable context into programmatic buying.”

“As FAST platforms continue to grow into go-to destinations for viewers, precise ad placement within premium content has never been more critical,” said Jake Richardson, Vice President of Partnerships at Gracenote. “Through our partnership with Xumo, buyers gain clearer insight into content environments to maximize the impact of their FAST investments with greater confidence, contextual alignment and brand suitability.”

“Together, with Xumo, we at Viant and IRIS.TV are giving brands the ability to activate against the precise content moments that drive attention, from live sports to premium streaming, and tie that directly to outcomes,” added Richie Hyden, SVP of Publisher Solutions at Viant Technology.

This news comes as Xumo comes off a record year for Xumo Play, including approximately 40 per cent year-over-year monthly active user growth, 64 per cent increase in total hours watched and 22 per cent rise in time spent per user.