Chris Vargo is an associate professor of advertising and analytics at the University of Colorado Boulder. He teaches in the College of Communication, Media and Information and the Leeds School of Business. His courses focus on marketing, machine learning, news, and media analytics. He is a co-founder and CEO of socialcontext and a Partner in Peer39’s Contextual Data Marketplace. We spent some time with Chris recently to learn more about..

Google’s recent announcement regarding the Topics API is the next step in the evolution to a cookieless world. If you weren’t keeping up with all the relevant proposals, here is a summary of what’s happening and why it’s relevant.  The Topics API is replacing Google’s FLoC proposal, which assigned users to certain audience groups by web behavior, tracked by the browser. Users were still being monitored by Google, much in the same way..

For the First Time, CTV Buyers Gain Consistent Visibility of Show-Level, Channel, Content, And Delivery PerformanceOffering Rounds off a Full Suite of CTV Targeting, Suitability and Transparency Tools Normalizing Activation and Measurement Data Insights for Buyers   New York – January 18, 2021 – Advertisers have been eager to capitalize on CTVs astounding audience growth. Yet their CTV buys have lacked the transparency and uniform..

The accelerated trend of smartTV and streaming-service adoption was fueled largely by pandemic lockdowns. Consumers expect more choice, flexibility and control. As a result, the very definition of television is changing; most people now include  streaming services like Netflix, Hulu, Amazon and YouTube when they think of “television.” 

One of the main reasons we created the Contextual Data Marketplace(™) was to bring partners with interesting data sets and sources to the programmatic world. One of our partners, socialcontext.ai, epitomizes that effort and why it’s important to advertisers by offering the ability to target audiences as they read important, socially conscious news. Socialcontext detects diversity, equity and inclusion news content using..

On the heels of our Connected TV Suitability release, we’re delighted to share that advertisers can add more granularity to their CTV campaigns with location-based targeting when using data from applicable Contextual Data Marketplace partners. 

Connected TV is the fastest-growing digital advertising channel, now surpassing linear TV, and with good reason.  While COVID-19 helped accelerate CTV adoption, the trend shows no signs of tapering off for the digital advertising ecosystem in 2022 and beyond: Leichtman Research Group said over 80% of TV households have at least one CTV device, a penetration higher than cable TV.  eMarketer projects that CTV households will increase..

There are a number of methods brands use to ensure brand suitability  – most involve measuring publisher quality using reports from Invalid Traffic (IVT) vendors.  These reports, generally speaking, are based on aggregated impression data about the quality of the visitor, not necessarily the quality of the publisher itself. They only scratch the surface when it comes to determining if a specific publisher is truly a valuable place..

Understanding the ins-and-outs of pre-bid programmatic advertising can be a challenge. And with such a rapidly changing data landscape, and the inevitable end of the cookie, it can be tough to know what to look for in a new solution. This guide will walk you through some of the key considerations when choosing a new pre-bid programmatic solution, and offer tips and insights on how to improve your ad performance and ROI. Table of Contents

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.