The partnership will allow Bucksense customers to filter their media buying with contextual data from Peer39 to find the best placements for their ads.
Javier Barragan, COO of Bucksense, says the company was interested in mobile solutions that dealt with contextual and brand-safe targeting at a granular level." A lot of good solutions were very specific to the U.S. The Peer39 solution provided a good way to normalize the data, so that when customers do targeting, they can do it in a way that will apply no matter where the campaign will be served.”
Bucksense made the transition to programmatic about a year and a half ago. Being under the aegis of Acotel has allowed the company to avoid the various problems associated with a lack of available funding and an acquisition-heavy ad tech market this year.
A lot of its initial efforts revolved around getting mobile ad buying right, which, Barragan said served them well as they transitioned to desktop.
Peer39’s features will be available to Bucksense clients on the “Custom Targeting” tab of the Bucksense console.