The combination of geographic targeting with Peer39′s language attributes ensures that ads are being placed in the relevant environment, while targeting away from negative content. Peer39′s data is now available on the AppNexus real-time advertising platform in English, French, German, Dutch, Italian, Portuguese and Spanish.
The availability comes just as the European Union online privacy regulations take effect, which require websites and businesses operating in the EU to obtain consent from users before storing certain information. The regulations are pushing advertisers and inventory sources to reexamine their dependence on traditional cookie targeting and look for other viable options.
“As buyers who see tremendous benefit from using Peer39 data in the U.S., we are very excited to have this data available through the AppNexus Platform in European Markets,” Tim Geenen, of Bannerconnect. “Page level data that works across multiple languages is critical to serving ads on the best pages to the right audiences, while enabling our brand partners to comply with privacy legislation.”
“Advertisers are seeking alternatives to cookie-based data while still increasing ad relevance,’ said Andy Ellenthal, EVP Sales and Operations. “This announcement means advertisers will be able to leverage real-time bidding to deliver display campaigns at scale across various European markets, while ensuring that ads appear within relevant context, as well as on brand-safe pages.”