Take control over your media investment with the expanded Contextual Data Marketplace®

Brand Safety & Suitability Contextual Targeting


Take control over your media investment with the expanded Contextual Data Marketplace®

Peer39 is proud to announce the addition of a handful of new contextual data providers to our Contextual Data Marketplace®, bringing the total to 14 partners. 

These new partners join NewsGuard, Reticle, and Planalytics in rounding out the suite of brand suitability, and cookie-free data with datasets that provide more precision and control over advertisers’ media investment, while leveraging privacy-friendly targeting to optimize their programmatic media.

  • The Global Disinformation Index (GDI) – ensure brands are funding credible journalism, not disinformation/fake news
  • Factmata – avoid threats and risks related to narratives in toxic content
  • Socialcontext – target news content that promotes diversity, equity, and inclusion
  • DeepSee – target sites with great user experiences and avoid risky/fraudulent sites
  • Goldfish Ads – target where time and place intersect
  • Burbio – target important school start dates and holidays by zip code
  • Adloox – viewability and fraud 

We’ll dig deeper into what this announcement means for advertisers momentarily, but first let’s take a step back to review what the Contextual Data Marketplace® is, and how it helps advertisers like you. 

What is the Contextual Data Marketplace®?

Peer39’s Contextual Data Marketplace® launched in March 2021. It was created to meet the growing demand for data sets that provide insight and an understanding of context to create and target ads, rather than the use of third-party cookies or identifiers.

The Contextual Data Marketplace® is now widely available through DSPs, helping brands and agencies better assess brand suitability and safety, and avoid misinformation, disinformation, fake news, and copyright infringement. 

As the Contextual Data Marketplace® grows, advertisers will be able to access wider and more varied pools of cookie-free contextual data that they can use to closely control their targeting and brand safety initiatives. 

What does this expansion mean for users?

As mentioned, these new additions to the Contextual Data Marketplace® give users expanded cookie-free targeting options, and deeper controls to help fund credible journalism while avoiding misinformation, disinformation, copyright infringement, and toxic narratives.  

For the first time, advertisers using Peer39 can bundle different controls to execute traditional brand safety, G.A.R.M. compliance, and responsible media buying strategies. 

For example, buyers can now custom set always on pre-bid controls to fund social equality and credible journalism, while always avoiding misinformation, disinformation, fake news, and copyright infringement.  

This is thanks to the breadth of data that is now available to combat the negative impact of historic targeting practices, and the rise of misinformation and disinformation across the web. 

Peer39’s efforts – along with our new partners – have made these data sources more easily accessible, helping marketers make better targeting decisions.  

“Brands are currently under the influence of twin narratives around the privacy first-era of advertising, and the need to take more social responsibility with their media investment,” said Mario Diez, CEO of Peer39. “The addition of new partners to the Marketplace helps brands work toward implementing media investment tactics that not only fund media environments that align with their brand values, but also target audiences in privacy-centric fashion and future-proof their strategy. Privacy-sensitive, socially aware brands are not the future – they are the present, and these tools help bring brands into the modern era.” 

In practice, the expanded Contextual Data Marketplace® offers more than 1,000 new and unique controls – which are 100% cookie-free – to optimize performance and targeting, or enable stronger avoidance for programmatic ad campaigns. This allows advertisers to closely control what websites and content they are advertising on, allowing them to avoid content that might be detrimental to their brand or contribute to the proliferation of misinformation and disinformation. 

Advertising responsibly with your media investment 

Anyone who works in programmatic advertising or media in general is well aware of the pervasiveness and impact of fake news, and the negative impact that advertising on content like this can have on your brand. 

More importantly, this type of content has been proven to negatively impact society as a whole, and trust in our public institutions specifically. 

According to a survey from Statista, 52% of Americans say that they regularly encounter fake news online, and another 34% say that it happens at least occasionally. Given the proliferation of misinformation and disinformation in recent years, these numbers are likely even higher if you are able to quantify users who encounter fake news, but don’t recognize it as such. 

This minefield of misinformation and disinformation is having a profound impact on Americans’ interactions with each other and their own government. According to the Pew Research Center, 68% of surveyed participants say that fake news impacts Americans’ confidence in governments, and another 54% say it impacts confidence in each other. 

It’s safe to say that most advertisers do not want to directly or indirectly fund content or websites that are actively fraying public trust in our media and institutions. To avoid this, you need deep data sets and controls that help you closely monitor and choose which websites you advertise on, and the types of content and environments your ads appear alongside.

Peer39’s expanded Contextual Data Marketplace® – and our new list of partners – helps you do just that. 

Now, advertisers can take tighter control over where and when their ads are shown to ensure that they are funding only content that aligns with their brand. This allows advertisers to help fund credible journalism and content that promotes social equality, while avoiding content containing misinformation, disinformation, toxic narratives, fake news, and copyright infringements. 

This is a golden opportunity for advertisers who want to take an active stand against harmful content online, and align their brand and advertising investment with content and publications that work for the greater good. We encourage you to login to Peer39 today to see how these new controls can be used for your existing and future advertising campaigns.

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