Tools for Semantic Targeting

by Rob Graham

October 21, 2008

Peer39, a New York City based company with a development center in Israel, has been around since the middle of 2008. It focuses on providing solutions to publishers and ad networks to allow them to do a better job of matching advertisers with contextual page content. Using its natural language parsing engine, SemanticMatch, Peer39 helps publishers do a better job of getting relevant ads in front of consumers.

Peer39 also offers publishers its SemanticProtect product, which is designed to keep on top of dynamic page content. It is used to flag any changes on a page that could cause a negative association between that page and the advertiser's brand. SemanticProtect also allows publishers to blacklist any words that should be taken out of matching consideration and to better identify negative page and content sentiments.