By Sahil Patel
Woven Digital, the digital media publisher behind male-focused sites like BroBible, Uproxx, Barstool Sports, and The Chive, is implementing a new video distribution system across its network via a partnership with video-recommendations engine Iris.TV.
Iris.TV’s core product, Adaptive Stream, delivers content from multiple sources in one continuous, TV-like stream. The company says the stream is personalized to the user, based on preferences and previous interactions.
Woven now plans to use this technology to power a video player that automatically delivers videos from any site within its portfolio, regardless of which site the viewer is actually on. In simpler terms, this means that a viewer on TheChive.com might be fed a video from BroBible.com, because it makes sense based on his previous activity on the Woven network.
Across more than a dozen owned and operated destinations and partner sites, Woven’s network reaches 85 million uniques per month. Many of them are males between the ages of 18 and 25 — Woven’s core audience.
The company believes the partnership builds a compelling pitch to video advertisers. By hyper-focusing on one audience segment, and now essentially creating a video network that spans multiple publishers, Woven can guarantee targeted and known reach. Unlike other publishers that syndicate content across the web, Woven argues, those advertising within the new video system will know exactly where the ads would run, as well as who will be watching it.
A spokesperson for Woven Digital says the company will gradually roll out an Iris.TV-powered video stream across its websites over the coming weeks and months.