March 07, 2011 10:00 ET
Peer39 Brings Increased Quality and Safety to Real-Time Buys With Its Enhanced Page-Level Intelligence Technology
Enhanced Core Technology Enables Advertisers to Take Control and Define Their Ideal Ad Environment; Builds on a Highly Successful Year for Peer39
NEW YORK, NY--(Marketwire - March 7, 2011) - Peer39 announces that it is going beyond semantic-based categorization to provide unprecedented visibility and control of the online advertising environment. With the addition of two additional channels of attributes, Quality and Safety, advertisers participating in secondary marketplaces and Real Time Bidding will now be able to define the environment in which their advertising will appear. Peer39, through their core semantic technology, is producing these page level insights to provide a more effective way for advertisers to power their decision-making and reach the most relevant audience in the best advertising environments.
Peer39 analyzes pages across multiple sources and returns critical information about each page in less than 10 milliseconds, fast enough to enable real-time bidding decisions. In addition to its semantic Category channel that enables advertisers to bid or buy impressions on pages with topic-specific content (i.e. Travel, Personal Finance, Technology, etc.), advertisers can now filter their ads further by aligning the factors that determine the Quality of page (i.e. UGC, Homepages, Toolbars, etc.) and their desired Safety attributes (i.e. safe from alcohol, drugs and gambling) with their advertising goals.
"Peer39 delivers foundational information about the environment of every page where ads can appear. Because RTB provides access to such a massive scale of diverse and potentially valuable impressions, this information is crucial to helping advertisers determine the most relevant place for their online display campaign," said Andy Ellenthal, CEO, Peer39. "We have added these new Quality and Safety channels to our product in response to the growing demand of advertisers to have consistent data attributes that are always present on every page. We've seen first-hand how our customers use this data to analyze, optimize and ultimately bid for impressions, helping them achieve outstanding ROI and making every impression count. When the right ads appear in the right environment, that's a win for publishers, advertisers, and consumers."
The combination of Peer39's semantic and page analysis technologies work in real-time to give advertisers a standard view across disparate pages of inventory so they can make better bidding decisions. Rather than just looking at a website, Peer39 takes a more granular approach, understanding content and structure at the page level and at tremendous scale. This page level intelligence adds an extra level of protection and safety for advertisers, ensuring their ads are placed in the most relevant, safe and quality environments as defined by them.