Peer39 has long believed that better context leads to better outcomes — and our partnership with Adobe Advertising is a prime example of that philosophy in action. As the media landscape grows more fragmented across web, mobile, and CTV, the need for high-quality, real-time contextual signals at the pre-bid layer has never been greater. That's why we're excited to share the details of our recently enhanced integration with Adobe Advertising DSP, which brings richer Peer39 categories, including custom CTV controls, directly into the DSP's buying workflow. We sat down with Ana Kilambi, Head of Strategy and Operations at Adobe Advertising, to talk about what this means for buyers, how contextual signals strengthen AI-driven optimization, and what best practices advertisers should keep in mind as they activate across channels.
Peer39 and Adobe Advertising have had a long-standing relationship. What prompted the recent enhancement of the pre-bid integration, and what does this mean for buyers?
Ana Kilambi: Adobe Advertising and Peer39 have built a strong partnership grounded in a shared focus on signal quality and performance. As the paid media landscape evolves, we saw an opportunity to expand this partnership to offer even more granular targeting, especially for CTV.
AI is accelerating how media decisions are made and raising expectations for precision at the point of decisioning. Advertisers need more control over the signals that shape those decisions, especially as they look to maintain visibility and influence across a more fragmented set of channels.
The enhancements to our Peer39 integration reflect that shift. By bringing richer contextual signals into the pre-bid layer, we're giving buyers greater control over where and how their campaigns show up across web, mobile, and increasingly performance CTV.
How does this expanded integration fit into Adobe Advertising's broader vision for performance, transparency, and brand-safe media?
Adobe Advertising is focused on helping brands maximize performance by using their own data to power custom algorithms. That requires strong inputs. In complex environments, performance, transparency, brand safety, and context are closely linked — the quality of signals going into the system directly impacts the outcomes coming out of it.
The expanded integration with Peer39 strengthens those inputs at the pre-bid layer with richer contextual and suitability signals. The result is a more effective system overall — one that gives buyers better visibility into their environments, more confidence in where their media runs, and stronger performance driven by higher-quality inputs.
With Peer39 now surfacing pre-bid categories across web, mobile app, and CTV inside Adobe Advertising, how does that unified access change the way buyers plan a cross-channel campaign?
A core part of our approach is helping advertisers build a more complete view of the path to conversion, not just what is captured within a single channel or platform. Unified access to pre-bid categories across web, mobile, and CTV supports that by giving buyers more granular control to scale campaigns, while maintaining a consistent standard for performance and brand suitability. The result is a more comprehensive and repeatable approach to managing the customer journey, with greater consistency in how campaigns are planned and executed.
Adobe Advertising has been investing heavily in AI-driven optimization and audience activation. How does layering Peer39's contextual signals strengthen those workflows?
Adobe Advertising is built on the idea that better outcomes come from better inputs and stronger optimization models. Through the DSP, advertisers can already use their own first-party data to power custom algorithms and enhance paid media results.
Layering in Peer39's contextual signals strengthens those workflows by adding another dimension of high-quality, real-time inputs at the point of decisioning, helping ensure that data is activated in the right places and improving how optimization performs over time.
Peer39 surfaces CTV categories inside the Adobe Advertising DSP, including Authenticated Programs, Program Genre, and Program Rating. How is Adobe Advertising thinking about content-level transparency and custom controls in CTV today?
Adobe Advertising is focused on making sure campaigns are measurable and that success is repeatable. In CTV, that increasingly depends on content-level transparency. Advertisers need to understand what specific content is driving outcomes and why as well as how to stand out. Custom controls across audience activation, algorithm execution, and first-party data activation are key to helping brands go to market with their unique value proposition. That level of visibility not only improves efficiency in the near term but also helps inform more consistent and repeatable strategies over time.
How should advertisers think about layering Peer39 categories alongside the Adobe Advertising DSP's audience and identity capabilities for the strongest results?
Just as every brand has unique needs, every campaign requires a tailored approach to activation and measurement. It's important for advertisers to define what success looks like upfront, including the right balance of scale, context, and performance. That foundation helps inform how to layer audience and identity strategies alongside contextual signals. Audience data defines who you want to reach, while Peer39's contextual categories help determine the environments where those audiences are most likely to engage. When used together, this creates a more complete activation strategy — one that aligns audience intent with the right content at the point of decisioning.
Learn more about the Peer39 and Adobe Advertising partnership here or activate Peer39 pre-bid categories directly within the Adobe Advertising DSP platform.