Peer39

Introduction

The Peer39 platform helps brands and advertisers access the safest, highest quality, most contextually relevant inventory at an unmatched global scale. They achieve this by surfacing the largest set of global identity-free signals, ensuring contextual relevance and quality environments are secured.

From the beginning, Peer39 pioneered a holistic approach to contextual pre-bid ad targeting that looks at the environment beyond keywords and phrases and looks at the relationships between words, sentences, sentiment, and meaning. With the upcoming changes to mobile devices and browsers, and the resulting need to shift away from reliance on identity tracking and cookies, this is a higher priority for advertisers that want to re-align their strategy. Peer39 is built without reliance on tracking to provide valuable data to their customers.

Peer39 has invested in scale and innovation. This commitment means they’re able to provide a response on 30% more inventory compared to competitors, which results in more scale for ad opportunity and better performance.

Market Differentiators

  • Intelligent page-level analysis: Unlike other solutions, Peer39 identifies and analyzes keywords and phrases in both the main text of the page and/or throughout the entire page, including the URL, before the page is even run through the Peer39 classification systems.

  • Unmatched global scale: In response to over 350+ billion daily bid requests, Peer39 analyzes over 1.3 billion unique web pages and returns attribute results in milliseconds. Their extensive data set of more than 600+ granular categories comes from over a decade of analyzing web pages with AI-driven technology, creating a continuous loop of knowledge that exponentially improves categorization, automatically updating categories, across all languages.

  • First look: Peer39's proprietary first-look technology provides a contextual understanding for these new URLs even before they receive full semantic analysis. As a result, the data from Peer39 is applicable to up to 30% more inventory than competitors.

  • Automatically updated categories: Self-learning, auto-updating categories directly in your DSP, with no manual keyword adjustments.

  • Keyword 1:1 exact match–no stemming: Peer39's keyword solution avoids the shift in a word's meaning as a result of being taken back to the root word. Stemming is used by other solutions as a means to increase scale at the cost of precision.

  • Nimble, adaptable to market needs: When COVID-19 impacted the world and changed it seemingly overnight, their data science team developed a series of new coronavirus-related categories that provide a granular solution to avoid over-blocking the majority of the pages on the Internet, helping advertisers discover brand-suitable content.

  • Privacy-friendly, globally compliant: Peer39 relies on their page-level semantic analysis to drive all our data attributes, eliminating the reliance on cookies and other identity tracking data.

Characteristics

Supported Platforms

  • Web
  • Mobile Web
  • Mobile App
  • Connected TV

Geographical Availability

  • Global

Vertical Specialization

Peer39 specializes in all verticals and can customize niche topics as well. Top client industries include:

  • Automotive
  • Telecom
  • Travel
  • Retail
  • Pharmaceutical
  • Finance (B2B)
  • CPG
  • Real Estate
  • Health

Data Taxonomy

As a Basis customer, you have access to Peer39's syndicated taxonomy within the platform as well as the ability to create custom segments specific to your requirements.

Syndicated Taxonomy

Peer39 offers a variety of pre-bid, cookie-free targeting capabilities through real-time categorization with 1000+ categories across:

  • Context: Peer39 goes beyond keywords and phrases. Their contextual technology is based on a proprietary algorithm that utilizes semantic classification technology, machine learning, and natural language processing, pioneering a comprehensive approach to contextual ad targeting. Their methodology combines keyword detection, domain/subdomain analysis, and URL string analysis to achieve maximal coverage. They analyze every element of the page, including the technical attributes, contextual relevance, sentiment, safety, and suitability, and provide the most comprehensive understanding of the ad environment on the page level.

  • Brand Safety/Suitability: Without the right context, a single word can misrepresent the meaning of the article, leading clients to block ads from running on it (such as “shot” or “kill”, which are often used in sports reporting and are found on most brands' keyword blocklist). Combine Peer39 data points to create a powerful strategy beyond the blunt instrument anti-targeting approach of blacklisting keywords and domains, which is more efficient, privacy-friendly, and globally compliant.

  • GARM Brand Suitability: A first-to-market Brand Suitability taxonomy, developed in conjunction with GARM (Global Alliance for Responsible Media), allows advertisers to create suitability controls - putting brand safety into context. At the heart of these controls is the Peer39 semantic classification engine. Rather than a block-all approach, buyers have the ability to select various risk profiles that have the potential to unlock substantial pools of inventory volume that were previously avoided.

  • Page Signals: Page signal categories are made uniquely available by Peer39 and provide partners the ability to target pages based on environmental and technical attributes. Examples of these attributes include content-rich environments, UGC, social media activity, home index pages, video players, pages with a comments section, or a specific ad count.

  • Language: Peer39 is able to semantically classify in 12 languages: Chinese, Dutch, English, French, German, Italian, Japanese, Polish, Portuguese, Russian, Spanish, and Turkish. Custom keyword categories can be created in ALL languages.

  • Ad Fraud: Protect your investment by circumventing suspicious traffic and ghost sites. Additionally, these segments help you stay away from bots, non-human traffic, spoofed URLs, and pages with zero ads.

  • Video Players: With Video Player categories, you can target the right - and avoid the wrong - video placements, based on the player's size, position of the video, auto-play setting, or the presence of multiple players on a page.

  • Mobile Apps: As consumers spend more time using their mobile devices, align your brand with mobile apps that are high quality and contextually relevant. Filter all available in-app inventory from over 80 available categories from both Google Play and the App Store. Targeting options include content categories, user ratings, popularity, safety, and more.

  • Sentiment: Peer39 is the only data provider with a deep understanding of page-level sentiment. Layering sentiment comprehension on top of semantic categorizations, media buyers can implement their campaigns to align with brand-relevant content, while also ensuring that the content is positive in nature. The combination of these tactics creates a high impact form of semantic targeting.

  • Interest & Specialty: Peer39 uses a sophisticated algorithm that identifies content most likely to be read by different demographics – women, men, moms, high income consumers, and so on. Their ability to automate demographic targeting in the form of Interest categories helps advertisers to reach their desired audiences at scale, without the high cost of audience targeting, while remaining privacy compliant.

  • OTT-CTV: Peer39 has developed categories for CTV that provide advertisers with a granular level of detail and control and clear options for buying OTT inventory on CTV devices. The combination of Peer39’s classification technologies (such as semantic or mobile) allows advertisers to buy CTV content by: Channel, Content Category, App Store, Device Type, OTT Service, Production Type, Broadcast Type and Revenue Type.

  • NewsGuard: This company provides a highly unique ratings data set that scores publishers on their credibility, allowing brands to access credible news sources while avoiding misinformation and fake news. Their rating process is designed to align your brand with credible, trustworthy news and information sites.

  • Social Predict: Social Predict segments use real-time social monitoring technology to discover the ways people discuss topics across 50,000 digital channels, including social, blogs, and publications. It then dynamically predicts trending keywords for targeting based on the language used in these discussions. Social Predict categories are purposefully built to find the words and phrases predicted to trend across the web related to any particular topic of interest.

  • Reticle: Reticle offers emotional categories that are powered by a global, proprietary framework, validating human motivations. It has been adopted by over 200 leading global brands. The emotional data categories allow advertisers to better align brand strategy and creative messaging with contextually aligned emotional placements. These categories are used to produce positive sentiment segments that evoke feelings of: Smart, Nurturing, Uplifting, Trustworthy, Friendliness, and Creative (for starters). Buyers can now align their ads with articles that evoke these feelings.

  • In-Market: In-market contextual categories reach your automotive and CPG target audience while they are in consideration moment.

Custom Taxonomy

Segment Creation

Peer39 offers a Custom Keyword solution with an exact 1-to-1 match. Peer39 has a self service UI where you can create custom categories that can be used independently or easily combined with any other predefined standard Peer39 categories. Quickly build and activate distinctive categories based on keywords, URLs, or “safe from” keywords (“safe from” categories are sets of keywords that the advertiser wishes to avoid) - in ALL languages.

Segment Addition

The addition of segments is automated. As soon as a segment is created and submitted for approval within Peer39's UI, the segment is created in Basis in a few minutes.

Pricing

Syndicated: $0.05 - $1.50

Custom: $0.20

Methodology

At its core, Peer39 is a content classification engine that produces semantic-based contextual, brand safety & suitability, page signals, sentiment signals, meaning, and a number of other groups of data that are derived from the analysis of web pages and apps in real time.

The system is made up of a number of components, processes, models, and technologies. Peer39's online layer consists of a caching layer and a data processing layer - this is the point at which all of their partners and customers integrate with Peer39. The caching layer is the repository that responds quickly with page-level results to all of their partners when they pass a URL or other signal to their platform. They call the data processing layer their first-look technology. First look is exclusive to Peer39, and it enables them to classify an individual page even if it’s the first time it has been passed to their system. Peer39 responds to all pages in real time but new pages get a first-look response and are added to a queue for further processing by their classifier. The classifier is a series of models and algorithms that are built to process pages and content and then respond back to the online layer with their semantic classifications, quality categorizations, brand suitability, mobile, video, trending, and viral classifications, in addition to sentiment analysis.

Finally, they have an enrichment layer. The enrichment layer is where their marketplace partners can enhance the response back to the cache layer with their own brand of data derived from their analysis of the pages, app, or location. Examples of enrichment are social signals (Social Predict), news content credibility scores (NewsGuard), and emotional context (Reticle).

Provider Collateral

Overview

Peer39 Self Service Platform

Peer39 Differentiators: 11 Reasons Why

Coronavirus Guidance and Best Practices

One Pagers

NAM Pre-Bid

OTT-CTV

Social Predict

NewsGuard

In-Market