Let's build the bridge together.
The interactive marketplace in television is in its infancy. We are not pretending to have the whole answer. We are building the infrastructure, and we are doing it by listening to both sides. This is an invitation to a conversation about where the funnel breaks for you, and what we can build to close it.
The marketplace is advancing. The funnel still goes dark.
Visual and interactive commerce is no longer a forecast. Data and measurement on the platform side have advanced dramatically. Networks are shipping better attribution tooling year over year, and that is genuinely the headline sell into advertisers right now.
But the funnel is still split in two. Platforms can measure up to the scan with growing precision. Brands can measure what happens after the scan inside their own systems. Neither side has a clean view of the whole journey. Platforms can only optimize placement and innovation against the data they hold. Brands have to infer what worked from drop-off patterns and educated guesses.
The other half of the gap is content. Interactivity in television today lives almost entirely inside the 30-second commercial break. Live sports, real-time news, streaming, premium content, episodic shows — the surfaces the audience actually spends the most time on — are still interactive-dark. Every minute of that content is a moment that could be a scan, a save, a purchase, a sign-up. Today, almost none of it is.
The opportunity is not to pick a side. It is to close the funnel and unlock the rest of the television surface, so platforms and advertisers can finally work every frame together.
The white-label layer for interactive television.
IRCODE Lens is image-native recognition that platforms and networks white-label into their own product. It is the interactive layer underneath the surfaces you already run, designed so the platform stays the customer-facing brand, and so the advertiser sees a deeper view than they would otherwise have access to.
Image-native
The creative itself becomes the interactive surface. No QR overlay, no watermark, no separate ad unit.
White-labeled into the platform
Platforms ship it as their own interactive layer, so they can offer advertisers deeper ownership and analytics inside their own product.
Works across all of television
One layer that operates the same way on CTV, live sports, real-time news, streaming, and premium content. Not a different tool for each.
Works on ads and episodes
The whole content surface, not just the commercial break. Every frame of television becomes interactive inventory.
Closes the funnel gap
The platform sees deeper than the scan. The advertiser sees more than the inference. Both sides finally optimize against the same picture.
The questions we'd love to hear from you.
We are building this in the open. The single most useful thing you can do is tell us where the gap actually is in your business, and what would change for your advertiser conversations if it closed.
Where does your funnel go dark today?
Walk us through the last campaign where the post-scan picture would have changed the conversation. What did your advertiser end up inferring, and what would you have wanted to show them instead?
Which kinds of TV content are hardest for you to make interactive right now?
Live sports? Real-time news? Streaming? Episodic? Where is the integration friction worst, and which advertiser conversation are you stuck on because of it?
What would change if every frame of your content was interactive, not just the ad break?
If the episode, the live broadcast, the news segment, and the streaming title were all addressable inventory, what new packaging would you put in front of advertisers? Where would the upsell start?
If you could show advertisers what happens after the scan, what would change in your sell?
What would deeper attribution let you re-price, re-package, or expand? Where would full-funnel visibility unlock the next tier of advertiser commitment?
What does the next version of your interactive offering look like, and what is in the way?
If we were going to white-label into your stack to help you ship it, what would have to be true on day one? Where can we help most — recognition, attribution, content coverage, or packaging?
The questions we'd love to hear from you.
Where does your customer journey go dark today?
Which step in the post-scan path do you currently have to infer? Where would real data, instead of an educated guess, change the next briefing or the next renewal?
What is your biggest data breakdown across television buying?
If you could close one measurement gap before Q4, what would it be? What is the question you keep asking your TV partners that they cannot answer with the data they hold?
If the show, the game, and the news segment were as interactive as the ad break, what would you do with that?
Where would product placement become measurable? Where would scripted content become shoppable? What would you brief, buy, or build differently if every frame of TV could carry a signal?
What would full-funnel visibility unlock in your buying conversations?
Would you spend more with the platforms that already deliver? Renegotiate the ones that don't? Brief differently? Tell us what changes downstream when the inference goes away.
Where could we help most?
Recognition across more kinds of TV content? Deeper post-scan attribution? A way to compare like-for-like across platforms? We are building all of these. Your answer helps us prioritize what ships next.
Tell us where the funnel breaks. We'll build with you.
The single most useful thing both sides of the marketplace can do right now is talk to each other, and to us, about what the actual breakdowns are. Not the abstract ones. The specific campaign, the specific advertiser, the specific question that did not get answered last quarter.
Want to build it with us?
Tell us your biggest data breakdown, the kind of TV content that's hardest to make interactive, or the advertiser conversation you're stuck on.