News & Press Releases
MediaMath Partners with Peer39 to Offer Environmental Targeting to Boost Ad Safety and Effectiveness for Brands
First DSP in industry to offer targeting and exclusion at the page level and at massive scale
NEW YORK, NY – April 5, 2011 — For the first time in the industry, brands are able to leverage page-level intelligence in real time, thanks to a one-of-a-kind partnership between MediaMath and Peer39. Peer39’s semantic ad targeting technology has been integrated into MediaMath’s TerminalOne™ enterprise-class DSP to allow brands to take advantage of the efficiency of intelligent media buying while retaining control over the environment in which their ads appear.
“Over the past few years, the industry has focused on and perfected the art of buying audiences,” says Joe Zawadzki, MediaMath’s CEO. “But reaching the right audience in a relevant, quality environment is the key to advertisers achieving scale and bringing brand dollars online. In addition to unparalleled audience insights with TerminalOne’s new contextual capabilities, our clients now have the deepest possible understanding of individual pages before they bid, and thus are assured that their ads are effectively delivered against campaign goals and appear only on brand-safe inventory.”
Peer39 works in real time to enable advertisers to target audiences in the right page environment, enabling more effective ad buy and bidding decisions. Using its semantic-based classification technology, Peer39 not only provides categorical meaning of each page, but also detailed quality and safety attributes. Rather than looking at a whole site to determine ad relevancy, Peer39 takes a more granular approach, understanding content at a page level which gives a more accurate view to understand the environment where an ad may appear.
MediaMath clients can utilize Peer39’s semantic targeting in collaboration with other targeting technologies in order to maximize performance, increase scale and ensure brand safety in the rapidly evolving Real Time Bidding (RTB) ecosystem.
“Before Peer39, page relevancy wasn’t a factor in RTB,” said Andy Ellenthal, CEO of Peer39. “Our semantic ad targeting technology is the only pervasive data source that integrates real time page level insight into every buy. When taking the page environment into account in buying decisions, the real value of every impression emerges – that’s a win-win for advertisers as well as publishers. Furthermore, as concerns over privacy and brand safety continue to evolve, the need to integrate semantic analysis and page level intelligence becomes more necessary, and this industry first integration with MediaMath’s TerminalOne DSP represents a significant step forward for media buyers and planners.