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Automate contextual category recommendations with Centro and Peer39

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..

Learn how Olympic-level advertising investments can be supported (or enhanced) with advanced contextual strategies

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..

Leveraging weather analytics and purchase data to increase precision in ad targeting

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..

The Product Demand Index: A Powerful Predictive Analytic that Helps Advertisers Understand “Consumer Context” and Improve Returns

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..

Contextual connected TV (CTV) advertising: the next evolution for marketers

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..

Introducing Reticle to Peer39’s Contextual Data Marketplace

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..

Now is the time to explore cookie-free tactics

“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..

Hyperpartisan, misinformation content on the rise

As a data company that sees over 450 million unique webpages each day, Peer39 has an ability to see what is trending across content. Sometimes that can be cause for celebration, however in times like these, it can mean cause for tremendous concern. In October alone, we’re seeing the following increases; Misinformation and Fake News + 23.98% Hyperpartisan News + 16.66% Health Misinformation + 41% We’re in the last big push for the..

Contextual targeting: Say goodbye to cookies and hello to context

Every day brings us closer to the time when cookies aren’t an option for advertisers anymore. The news of cookies going away isn’t all bad, though. After all, cookies have their fair share of problems in terms of relevance for consumers. Just about everyone has a story like one of these: You buy something and then see ads for the item you’ve purchased all over the sites you visit for days or weeks. You buy a gift for someone—let’s..

Brand suitability: Target the right content with context

This year has been intense when it comes to news coverage, especially with so much reporting around the pandemic, politics, and protests. The sensitive nature of these news topics has made advertisers particularly reticent about placing ads on news content. We saw it in the early days of the pandemic when blocklists were used to protect brands from negative coronavirus stories. The challenge with this avoidance approach is that..