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 content curation process for buyers. To assist advertisers, Peer39 provides volume estimates, links to program examples, and details about sample content, helping them verify that their targeting aligns with expectations. 

This granular control can fundamentally enhance campaign effectiveness. These program-level capabilities empower advertisers to:

• Refine Audience Targeting: For example, instead of broadly targeting "Entertainment," buyers can select highly specific genres like "Romantic Comedy" or "Dark Comedy" to reach their precise audience.
• Leverage Custom Keywords: A core feature, advertisers can create custom categories using keywords based on plot summaries, director names, actor names, sports teams, sports venues, genres, ratings, and warnings/advisories. This means a sports fan watching a documentary about Michael Jordan, which might otherwise be categorized simply as "Documentary," can now be reached by advertisers targeting "Basketball" and "Michael Jordan."
• Enhance Brand Suitability: Advertisers can confidently exclude or include content at the program-level, using custom keyword lists or leveraging off-the-shelf options based on content ratings, warnings & advisories, and even moods (e.g., "Fun," "Exciting," "Tense"). This helps safeguard brand reputation and ensures ads appear alongside brand-suitable content.

This precision significantly reduces overblocking, a common issue with app-level classifications where blocking one category (e.g., "News") could block an entire channel, even if it carries other suitable programming. With program-level controls, only the specific undesired programs are blocked, preserving scale for publishers while ensuring brand safety for advertisers.

Maximize Your Budget: Efficiency and Transparent Pricing

Program-level advertising via programmatic makes CTV campaigns because buyers are paying market rates. Additional efficiency is achieved through eliminating waste and making campaigns more targeted, Peer39's solution positively impacts performance for both buyers and publishers. 

Furthermore, transparency builds trust and drives strategy. Peer39 provides program-level optimization and post-campaign analytics within its Analytics dashboard, allowing buyers to see which types of content and genres are delivering against their goals. 

With Peer39's program-level categories and custom keyword controls now available to Basis DSP users, advertisers gain unparalleled control, precision, and efficiency for their CTV campaigns, making it easier to ensure brand suitability and drive meaningful results.

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