Peer39 And MediaMath Eye Page Content

Many advertisers have focused on buying audiences during the past year mainly because the industry lacked a better way to manage and target ads to consumers based on Web site page content and semantic analysis. A partnership between MediaMath and Peer39 announced earlier this week could change that.

Peer39 has begun to integrate real-time capabilities into TerminalOne, MediaMath's demand side platform (DSP), so buyers can buy audience data, but also understand the content on a page when buying and biding for space in real time across all sources of available inventory on publisher sites. The two companies have been working to integrate the systems. The combined platform should go live May 1, according to Chrisanne McCoy, vice president of business development at Peer39.

Through the partnership, Peer39 clients will have access to information about what's on a Web site pages such as content related to travel, parenting or cooking. The technology also recognizes content deemed appropriate or inappropriate for specific audiences such as minors. It lets buyers gain a view of quality and safety attributes across all the available exchanges.



Display advertising, including banner, rich media, digital video and sponsorship, totaled more than $4.4 billion in the first six months of 2010, up nearly 16%, compared with the year-ago quarters, according to the Interactive Advertising Bureau and research partner PricewaterhoueCoppers. The two estimate Internet ad revenue rose 17% in Q3, reaching $6.4 billion as advertisers shift more campaigns to online. To secure annual budgets, companies will need to keep a closer eye on where ads serve up across the Web as the shift from offline to online continue.

As one of the founding members, MediaMath helped to officially roll out in March the Council for Accountable Advertising, a trade organization. Other founding members include Cross Commerce Media and TARGUSinfo. Peer39 joined as a launch partner.

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