News & Press Releases
Peer39 Offers Digital Media Buyers Ad Placement Data Across Billions of Pages in RTB Environments
Now Expanding Control for Advertisers by Providing the Ability to Choose Number of Ads per Page and Above- or Below-the-Fold Placement in Real Time
NEW YORK, Nov. 8, 2011 — Peer39, the industry leader in page level intelligence technology, announced today the launch of Ad Stats, a new set of data that expands the company’s offering to include ad placement attributes – delivering unprecedented control to media buyers. Ad Stats are part of Peer39′s Quality channel, and will include data about the number of ads per page and their likelihood to be above and below the fold.
According to Forrester Research, real time bidding environments represent the greatest area of growth in online display advertising. However, until now, online advertising buyers were often forced to “buy blind” on RTB exchanges, because the technologies that enable RTB did not provide the information buyers needed to accurately determine the environment of ad placements. In fact, according to internal surveys by Peer39, over 90% of buyers say page quality matters to them, and the most requested information is ad location (above or below the fold) and ad density (number of ads per page.)
Starting today, those critical page quality attributes will be made available only through Ad Stats, a new feature set of Peer39′s ad targeting technology. For the first time in RTB, both publishers and advertisers will benefit from knowing the true value of an ad placement, enabling buyers to bid appropriately on each impression. Ad Stats data delivers unprecedented power to publishers to maximize the value of their inventory, and control to advertisers to decide where and in which environment they want their ads to appear.
“Buyers deserve a high level of clarity and control in all their ad buys, and Ad Stats delivers the data buyers request most in RTB: ad placement information,” said Andy Ellenthal, CEO of Peer39. “The ability to choose the environment of their ad placements, in relation to the fold and based on the number of ads per page, is the kind of elementary information planners need to make the most informed and profitable ad buys. Armed with Peer39 Ad Stats data, buyers now have the most accurate, actionable, and essential information they crave: the ability to determine, with accuracy and speed, the true environment of where their ad appears.”
“Advertisers trust us to deliver meaningful brand impact with our unique Form Ads, all while only paying for measurable results,” said Dave Zinman, COO of Inadco. “It’s mind-boggling to think that the industry still evaluates an ad impression without knowing the number of ads per page or the position of those ads. It is foundational knowledge we use when buying from a publisher directly. Now with Peer39, the same critical information is available through RTB.”
Peer39′s core platform delivers data in real time bidding (RTB) environments, at the time of a bid or buying decision. By taking a more granular approach to determine ad relevancy, advertisers can maximize performance, increase scale and ensure brand safety. As the industry leader providing Category, Safety, and Quality attributes on more than 10 billion page requests each day, Peer39 works with both demand-side (DSP) and supply-side (SSP) platform partners, enabling brands to reach audiences safely and effectively, and better align their ads with appropriate content environments across the web.
Contact Peer39 at bizdev@peer39.com for more information.