Peer39 is introducing a set of pre-bid cookie-free contextual planning and targeting tools for connected TV ad buyers. This means that CTV ad buyers will gain insights into the programming where CTV ads run, so that they can better target and manage their campaigns.
In a briefing, Alex White, Peer39’s COO, told me that the tools address two industry challenges: demand side platforms have been limited in their ability to surface information about programming causing fragmentation and a lack of contextual categorization about the programming. Alex believes this is the first time contextual data on CTV programming has been offered.
Peer39 contextual data has so far been segmented into 600 categories, which are at the channel level; about half currently have enough impressions to offer sufficient scale. Alex added in a statement, “By applying our contextual intelligence tool set, advertisers will better understand how contextual CTV can perform with the new levels of targeting, scale and transparency needed to further accelerate this channel.”
Peer39’s contextual tools is available currently to buyers of CTV ads through Xandr, MediaMath and Amobee. Verizon Media and Centro’s Basis will come online in Q4 and others early next year.