Advertising Glossary

FAQs

What is contextual targeting?
Contextual targeting aligns ads with page content, not user data.
It analyzes the subject matter of a digital environment—like text or video, or metadata—to match ads with relevant content. Contextual targeting respects user privacy by avoiding personal identifiers, making it a privacy-safe solution for programmatic advertisers.

What is contextual advertising?
Contextual advertising delivers relevant ads based on content, not user behavior, cookies or third-party data.

What is brand safety & suitability?
Brand safety protects brands from appearing in potentially harmful content. It’s the practice of avoiding placements near content that could damage a brand’s reputation. Peer39 enables brand safety through pre-bid controls that prevent buyers from running on unsafe environments like fake content, Made for Advertising, divisive news, and other sensitive categories.

What is proximity?
Proximity refers to the closeness of keywords or concepts in content.
Peer39 uses proximity signals to understand how terms appear together, helping advertisers target more accurately. This reduces irrelevant placements and improves campaign efficiency.

What is semantic contextual?
Semantic contextual targeting understands meaning—not just keywords.
It analyzes sentiment, tone, and concept relationships to place ads in content that aligns with brand goals. Peer39’s semantic engine improves ad relevance.

How does Connected TV (CTV) advertising compare to traditional TV?
CTV delivers targeted, measurable ads on streaming platforms. Unlike linear TV, CTV offers real-time insights, pre-bid targeting, and audience-specific messaging—making campaigns more effective, transparent, and flexible across smart TVs and apps.

How can I target specific audiences on CTV?
Use contextual signals to reach precise audiences on CTV. With Peer39, advertisers have custom controls by genre, actor, rating, mood, and even sports team name. Custom keywords and program-level data give buyers deeper control and alignment with viewer interests.

How do I measure the success of my CTV campaigns?
Post-campaign analytics reveal what is and isn't working. Peer39’s CTV Analytics provide insights into content quality, viewer engagement, and campaign performance at the program level. These metrics support smarter decisions and better ROI.

How do I optimize my CTV campaigns for better results?
Combine targeting precision with transparent analytics. Refine your campaign by excluding low-performing placements and focusing on high-quality content. Peer39’s pre-bid tools and post-buy data work together to improve outcomes.

How can I ensure my ad spend is cost-effective on CTV?
Precision targeting reduces waste and lowers CPMs. Peer39 helps advertisers avoid overbroad buys by enabling granular content controls. Early adopters have cut costs by as much as 50% while improving reach and efficiency.

How do I ensure brand safety on CTV?
Use pre-bid safety categories tailored for CTV environments. Peer39 offers robust controls like Safe from Fake Content to prevent placements on unsuitable or misleading content—keeping your brand protected.

What are the risks of ad fraud on CTV?
Fake inventory and mislabeled placements are common CTV risks. Ads may run on screensavers or mobile apps posing as CTV. Peer39 helps mitigate fraud with pre-bid filters that identify and exclude non-CTV environments, ensuring media quality.

Where can I run CTV ads?
DirecTV Stream, Dish TV, Disney Plus, Fubo, HBO Max, Hulu, Paramount Plus, Peacock, Pluto, Sling, Fubo, Amazon Prime Video, Viacom, Xumo, Roku, and more have inventory that buyers can access via Peer39.