News & Press Releases
Peer39 Partners With the Rubicon Project to Empower Premium Web Publishers With Semantic Intelligence to Capture the True Value of Inventory
REVV for publishers Yield Optimization Platform armed with Peer39′s semantic algorithms to drive brand safety, efficiency and revenue performance of ad targeting
NEW YORK, Dec. 14, 2010 /PRNewswire/ – Peer39, the market leader in semantic advertising solutions, today announced integration of its semantic targeting technology on the Rubicon Project’s REVV for publishers™ yield optimization platform.
Peer39 semantic targeting will analyze billions of pages on the premium Web sites that sit on the REVV platform, classifying them in real-time into advertiser-focused categories based on a true understanding of the meaning of each page, in turn, enabling publishers to capture the true value and most revenue possible.
This partnership will also allow the more than 600 demand sales channels (ad networks, exchanges, DSPs, etc.) that transact in the Rubicon Project’s REVV Marketplace to optimize their display advertising campaigns based on Peer39 cookie-free semantic targeting. Peer39 offers value to buyers looking for the most relevant content with which to associate their campaign spend. Furthermore, Peer39′s semantic targeting can be utilized in concert with other targeting technologies in order to provide a more robust solution to maximize performance. In addition, its multi-level content filtration system assures even the most family-friendly brands that their ads will appear on pages that are best aligned to their messaging.
“Today, online buyers want to achieve scale on relevant, quality inventory with sensitivity to advertiser brands,” said Peer39 CEO Andy Ellenthal. “Our partnership with the Rubicon Project delivers all three: massive scale, content relevance and premium brand alignment. Through the REVV Marketplace, demand sales channels have access to more than 550 million unique users around the globe – providing the scale their customers, the advertisers, are looking for. By combining Peer39′s content analysis and classification with the Rubicon Project’s REVV platform, advertisers can rest assured that display ads run adjacent to semantically relevant content, and publishers are in turn maximizing revenue.”
“In 2011 there will be a renewed understanding of the value of context, and in turn high quality content, in digital media. In an ecosystem where the focus has become heavily skewed toward reaching audiences, the value of context and of content-adjacency has in far too many cases become a secondary consideration,” said Ben Trenda, VP REVV Marketplace Development for the Rubicon Project. “As a partner to many of the most premium content brands in the world, including 12 of the top 15 newspapers brands in the U.S. alone, we believe it is in the interest of advertisers and their buying channels as well as premium publishers to restore some sanity by correctly valuing environment alongside audience. Our partnership with Peer39, whose semantic targeting technology improves the efficiency and performance of targeting on the REVV for publishers platform, will help us swing that pendulum.”