Blog

Announcements, analysis and opinions on industry trends around the mobile programmatic world.

Narrate your brand story with Ad Sequencing to drive impact

Today, companies are committed to bringing more relevant and personalized Advertising. Ad sequencing allows more complex marketing strategies with...

Read More


    Mediasmart Enhances Contextual Capabilities With Peer39 Partnership

    Olatz Goicoechea
    Posted by Olatz Goicoechea on December 2, 2021

    mediasmart Mobile, a leading mobile-first advertising platform, and Peer39, the leading global provider of pre-bid keyword, contextual, and brand safety solutions for modern marketers announced today an integration that makes Peer39 data and insights available to mediasmart Mobile customers. It is now live for customers.

    Advertisers using mediasmart Mobile now have convenient access to Advanced Contextual Data from Peer39, the industry’s largest and most accurate pre-bid contextual segment library, to help you find the most relevant, safe, suitable and quality inventory to target.   

    mediasmart Mobile customers will now have access to Peer39’s industry-leading  cookie-free targeting and suitability capabilities: 

    • Brand safety and suitability, including the IAB's Context Taxonomy and the GARM cross-industry initiative for brand suitability–GARM framework, as well as brand, industry, connected TV-specific, and custom. 
    • Page signals, which help buyers optimize using technical attributes of the page such as ad clutter, viewability, text-to-ad ratio, free from user-generated content, social activity, and video player locations and size.
    • Targeting capabilities, including semantic contextual, sentiment, mobile app, video, interest/specialty, viral and trending, language, weather and news credibility, and trustworthiness scores, along with custom keywords, phrases, and URL lists.
    • CTV safety and suitability, built from the ground up with a focus on CTV content, channels, and categories. This ensures that targeting is accurate and meets the needs of advertisers in the fastest-growing ad channel.

    The integration also brings mediasmart Mobile users access to the Contextual Data Marketplace™, the first-of-its-kind marketplace that enables advertisers access to innovative content-based, cookie-free contextual categories at scale. This integration complements mediasmart's award-winning Household Sync Technology for Connected TV Advertising, as it enriches the targeting options available in their platform for both TV and mobile ads.

    “As the industry evolves to become more privacy-conscious and embraces an ecosystem without cookies or device identifiers, we continue to innovate in our quest to empower Brands with solutions that allow them to target the right audiences, at the right time, in the right place and with the right message, all of which results in higher campaign engagement. We are very proud of this partnership, which will help our advertisers both in their Mobile and CTV campaigns" said Noelia Amoedo, CEO of mediasmart

    “Brands are challenged to bring their messaging to the right audiences with relevant advertising in the privacy first-era. That challenge is multiplied because they need to reach those consumers where they are engaged with brand-suitable content -- especially on CTV” said Alec Greenberg, VP of Partnerships, Peer39. “Partnering on customized contextual solutions and our Contextual Data Marketplace partners to advertisers together with mediasmart will enable the confidence required to future-proof their media investment through the changes ahead”, he added.

     

    About Peer39

    Peer39 is an independent data company that provides the largest data set available in the digital advertising ecosystem. Every day, the industry's leading brands, agencies, and publishers trust Peer39's AI-powered semantic analysis engine to provide a holistic understanding of page content, meaning, and sentiment. We do this by analyzing the relationship between words on a page, or in an app, ensuring appropriate classification. As people's time and attention become more fragmented, Peer39 believes that to succeed, you need as much contextual understanding of your audience as possible. We believe that it's as much about the digital environment as it is about the physical environment. Only then can you deliver the right ad to the right user in the right context.


     

    If you are currently a client, check our Docs to start using Contextual targeting. If you still aren't contact us so you can start today!

    Topics: partnership, Contextual CTV, Contextual targeting