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 for brands to put ad dollars. It’s one reason it’s difficult to determine which publishers are legitimate and suitable for your brand, and which are potentially harmful. But it’s not the only reason you have to be vigilant about brand suitability; bad-actors can “bamboozle” things like hidden ad placements and other elements like a terrible user experience. ...

Understanding the ins-and-outs of pre-bid programmatic advertising can be a challenge. With such a rapidly changing data landscape, and the coming end of the third-party 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 Why speed is important in a pre-bid programmatic solution Why scale is important in a pre-bid programmatic solution Why speed AND scale can reduce media cost in a pre-bid programmatic solution How you can achieve 50% more efficiency with a pre-bid programmatic solution Why you should continue to use a post-buy verification solution (just not for ...

With restrictions increasingly lifting across many parts of the world, consumer confidence is at a tipping point for returning to levels seen pre-pandemic for the first time in almost two years. Consumers are eager to interact with people outside their household and to get back to life and whatever the new normal is. In anticipation of this restored freedom, many consumers are making plans around their desires for travel, shopping at malls, attending music festivals and concerts, enjoying nights out at the movies, restaurants and so much more. While the world works through varying stages of returning to normal, the challenge marketers face is predicting how the global health crisis influences, and will continue to influence, customers’ mindsets and spending patterns. And with back to ...

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 ...

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 ...