MediaMath and Peer39 Help Brands Leverage Page-Level Intelligence in Real Time

MediaMath and Peer39 announced that they have partnered to offer environmental targeting to boost advertisement safety and effectiveness for brands.

This partnership is expected to assist brands to be able to leverage page-level intelligence in real time. Peer39’s semantic ad targeting technology is integrated into MediaMath’s TerminalOne enterprise-class DSP to allow brands leverage the efficiency of intelligent media buying while retaining control over the environment in which their ads appear.

“Over the past few years, the industry has focused on and perfected the art of buying audiences,” said Joe Zawadzki, CEO of MediaMath, in a statement. “In addition to unparalleled audience insights with TerminalOne’s new contextual capabilities, our clients now have the deepest possible understanding of individual pages before they bid, and thus are assured that their ads are effectively delivered against campaign goals and appear only on brand-safe inventory.”

Reaching the right audience in a relevant, quality environment is the key to advertisers achieving scale and bringing revenue online. Peer39 enables advertisers to target audiences in the right page environment. It enables more effective ad buy and bidding decisions.

“Before Peer39, page relevancy wasn’t a factor in RTB,” said Andy Ellenthal, CEO of Peer39. “Our semantic ad targeting technology is the only pervasive data source that integrates real time page level insight into every buy. When taking the page environment into account in buying decisions, the real value of every impression emerges – that’s a win-win for advertisers as well as publishers.”

Peer39 leverages its semantic-based classification technology. The company provides categorical meaning of each page and detailed quality and safety attributes. Peer39 takes a granular approach, understanding content at a page level which gives an accurate view to understand the environment where an ad may appear.

Recently, TRAFFIQ, the digital media workflow tool for agencies, announced that Peer39 will be its preferred semantic targeting partner for the TRAFFIQ Trading Desk. With the alliance, registered TRAFFIQ customers will be able to deploy Peer39's page-level intelligence within their campaigns, and enjoy the performance lift.