The Revolution in CTV: Peer39's Program-Level Targeting Now Available within Basis DSP

With the rapidly evolving CTV landscape,  advertisers are constantly seeking greater control, transparency, and effectiveness in their campaigns. Peer39 is excited to announce a significant advancement: its powerful program-level categories and custom keyword targeting capabilities are now available for users of Basis DSP.

Unlock Unprecedented Precision: Go Beyond Channels to Content

CTV campaigns have relied on broad targeting methods, lumping diverse programming under wide categories like "News" or "Entertainment" at the channel or app level. However, a "Sports" channel can also host documentaries, and "Entertainment" channels feature celebrity, reality, and music content, among others. A lack of granularity often leads to overbroad or overblocking issues, limiting advertisers' reach or causing ads to appear in the wrong, or unsuitable, environments.

Peer39’s program-level advertising aligns with the reality of what viewers are streaming. Instead of only targeting a channel, advertisers can now target based on the actual content viewers are engaging with, transforming how CTV campaigns are matched to content and audiences. This means ads can be:

• More Relevant: Ads tied to program context are more likely to be noticed, remembered, and acted upon.
• More Respectful: Advertising that fits the content feels less disruptive and more like a natural part of the narrative, enhancing the viewer experience.
• More Resonant: By tailoring campaigns to specific genres, content themes, or even tone, advertisers create experiences that feel aligned rather than intrusive.

Seamless Integration: Ease of Implementation for Basis Users

Implementing Peer39's program-level targeting is designed for simplicity. The 200+ program-level categories are available directly within Basis DSP. 

Users can seamlessly create custom CTV Keywords within the Peer39 platform and enter keywords for targeting and exclusion, with support for Boolean logic, similar to web keywords.

"Peer39’s program-level targeting unlocks a new layer of precision for our CTV buyers," said Britni Gallello, SVP, Product & Customer Marketing, Basis Technologies. "By aligning ad placements with the actual content viewers are watching, not just the channel or app, we’re helping advertisers reduce waste, improve brand suitability, and deliver more relevant, engaging experiences. This level of control is a game-changer for performance and audience connection."  

This solution is significantly easier than traditional direct deals with multiple publishers and services, streamlining the targeting and optimization process for buyers. And it can significantly improve campaign effectiveness. 

With Peer39’s program-level capabilities, advertisers can:

• Refine audience targeting
  Instead of broadly targeting categories like “Entertainment,” buyers can focus on specific genres such as “Romantic Comedy” or “Dark Comedy” to more accurately reach their intended audiences.
  
  
• Leverage custom keywords
  Advertisers can build custom categories using keywords based on plot summaries, director and actor names, sports teams and venues, genres, ratings, and content advisories. For example, a fan a documentary about Michael Jordan, something that might be typically categorized as “Documentary,” can now be reached by targeting keywords like “Basketball” and “Michael Jordan.”
  
  
• Enhance brand suitability
  Advertisers can confidently include or exclude content at the program level using custom keyword lists or off-the-shelf categories based on content ratings, advisories, and even moods like “Fun,” “Exciting,” or “Tense.” This helps protect brand reputation and ensures ads appear in suitable environments.

This precision helps reduce the overblocking that can be a  challenge with app-level classifications, where excluding one category (like “News”) can eliminate an entire channel. With Peer39’s program-level controls, only the specific unwanted programs are excluded, preserving scale for publishers while maintaining brand safety for advertisers.

Maximize Your Budget: Efficiency and Transparent Pricing

Program-level categories bring greater effectiveness to CTV campaigns by allowing buyers to pay market rates for the inventory they want, without overpaying or overblocking. This results in more efficient campaigns that minimize waste and deliver stronger performance.

Peer39’s program-level solution benefits both buyers and publishers by enhancing performance and improving transparency. Advertisers can make smarter, more strategic decisions using data and visibility into the specific types of content and genres driving results, 

Within Peer39’s Analytics dashboard, buyers gain access to program-level reporting for campaign optimization and post-campaign insights. With Peer39’s program-level categories and custom keyword controls available for Basis DSP customers, advertisers can achieve greater precision, brand suitability, and performance across their CTV campaigns.

Ready to enhance your CTV campaigns? Download the Peer39 CTV guide now.