Last week, Centro announced the release of their new Basis platform, a first-of-its-kind automatic contextual category recommendation solution that leverages marketers’ historical first-party data about best-performing audiences to inform future targeting strategies–available natively, within a DSP. Peer39 is proud to partner with Centro to power their Contextual Intelligence software in the Basis platform, and to help provide advertisers with unprecedented transparency into their data and targeting metrics. What is contextual Intelligence? Basis is the first demand-side platform to offer contextual category recommendations based on first-party data from advertisers. Advertisers can use this feature natively within their DSP to automatically analyze the overall performance of a brand or ...

After being postponed since 2020, the long-awaited Summer Olympics in Tokyo, is the most anticipated sporting event of the year. This July, the Games will captivate the world for seventeen days. The cultural global audiences will have over 7,000 hours of coverage across 41 sports and 339 medal events–including four new and two returning Olympic sports: surfing, skateboarding, sport climbing, karate, baseball and softball–available to watch. Despite COVID restrictions lifting across many parts of the world the Tokyo Games will be unprecedented on many fronts. It marks the first time in history first time in history the Olympic Games were temporarily postponed for a reason other than war and is set to be the first programmatic one. The Tokyo Games are being touted as the most digital, and ...

The start of July in North America marks an annual boost in demand for advertisers selling summer apparel, consumables, and outdoor living products. The combination of warm weather, Independence Day, and Canada Day all coincide to make the first week of July a busy one for businesses and advertisers in this market segment. Of course, the demand for these products is heavily influenced by regional weather patterns across the continent, as shown by data produced by Planalytics. This year, for example, we’re seeing unprecedented heatwaves in the North West, with comparatively cooler temperatures in the central and eastern parts of the country. This, undoubtedly, has advertisers scratching their heads about how to allocate their spend, and which products to push on a regional basis. This ...

The move to more contextually-based audience selection for display ads continues to accelerate. And as businesses face the challenge of replacing cookie-driven audience targeting, marketers are looking for proven ways to create relevant advertising that drives purchases and brand loyalty. Contextual targeting has emerged as a powerful solution, but it’s important to explore different types of contextual targeting. Although page context has certainly been an option for targeting, understanding the broader consumer context is even more powerful. One type of advanced contextual targeting, geo-contextual targeting, allows advertisers to target audiences based on the demand generated by the context of a consumer’s immediate environment. Peer39 partners with Planalytics Planalytics and Peer39 ...

Solution brings together brands’ historical performance and insights, helping buyers migrate to an informed, always-on, cookie-free data strategy New York — May 18, 2021 — Peer39, the leading global provider of pre-bid keyword, contextual, and brand safety solutions for modern marketers, today launched First-party Contextual Onboarding, helping advertisers, data companies, and publishers turn their first-party audience data into contextual signals. Advertisers have spent years investing in their first-party understanding of their customers. Peer39’s new solution takes that historic first-party intelligence and marries it to where the market is going, providing performance, scale, and compliance, while giving brands the added confidence to expand their most valuable asset. These resulting ...

In just two decades, there have been drastic changes to how consumers access entertainment. It wasn’t that long ago when pay television was the new thing and we regularly drove to the video store to pick out a few movies to watch on the weekend. Today, the video stores are long gone and, for many, so are the original iterations of pay television (cable/satellite). More and more consumers are cord-cutting and turning to streaming content instead. The library of content we have can immediately tap into far exceeds even the largest video store library back in the day and provides access to and discovery of older titles, along with frequent new additions. In addition, consumers can watch this content in so many more ways than ever before, including via their smartphones and streaming TV ...

Following the deprecation of the cookie and changes to user privacy policies, advertisers are actively seeking out innovative solutions to maintain ad relevance. Based on its history of driving performance without the need for cookies, contextual targeting is eliminating media inefficiencies by ensuring advertising investments are delivering in suitable contexts. Programmatic media is efficient at maximizing reach and achieving cost-efficient outcomes, but without contextual layers, it may neglect brand suitability. Prioritizing targeted contexts can greatly improve personalization, ad effectiveness, and resonance. Keyword and category-based targeting are effective, but we wanted to challenge ourselves and create a solution that was better suited for fueling brand growth and development. ...

“The internet has dramatically expanded the modern marketer’s tool kit, in large part because of one simple but transformative development: digital data” (HBR) This evolution of marketing has happened at great speed, and cost—primarily to consumers. The too-often unchecked use of data has resulted in significant changes to browser controls, and privacy regulations that protect the consumer. Of course, marketers have gotten accustomed to the data, so the consumer-driven push for privacy presents challenges for marketers who rely on user data to connect with their audience. The flip side of these challenges is the opportunity they bring. Internet transparency and privacy regulations, along with web browsers blocking cookies ensure legacy audience-based targeting strategies eventually won’t ...

Collaborative effort lowers barrier of entry for unconventional contextual data companies to enter the programmatic advertising landscape New York — March 2, 2021 — Peer39, the leading global provider of advanced contextual intelligence, today launched the Contextual Data Marketplace®, a first-of-its-kind data Marketplace that gives advertisers direct access to innovative cookie-free data sets from emerging contextual data providers, while making these providers’ insights more easily accessible to programmatic ad buyers. The Contextual Data Marketplace® extends Peer39’s sophisticated layered system of components, processes, models and technology to data partners, helping these providers create new data products and then make them available, at scale, on leading DSPs. At launch, buyers ...