As the identity wars rage on, contextual advertising platform Peer39 is rightfully seizing the moment.
This week the company launched its Contextual Data Marketplace, which gives programmatic advertisers direct access to cookie-free data sets from contextual data providers. Think of it as a 2nd-party data marketplace with a focus on contextual.
To power the Marketplace, Peer39 is making its technology and expertise available to data providers, helping them create contextual data products that can be activated via top DSPs like The Trade Desk, Verizon Media and Amobee. At launch, companies participating in the Marketplace include Newsguard, HotSpex Media and Planalytics, with more than a dozen others expected to join in 2021.
With regulators and privacy advocates clamoring for change, the ad industry is weaning off of cookies and one-to-one behavioral targeting. As a result, more marketers are turning to contextual advertising, delivering relevant ads alongside related content. As interest in contextual ramps up, data providers need technology and support to productize and monetize what they have. They can’t simply become contextual technology companies overnight. Meanwhile, buyers need help accessing privacy-compliant contextual data. Peer39’s marketplace is a win-win for both sides of the house.
According to the company’s launch press release, contextual data will go “beyond page context,” with advertisers getting access to broader contextual information. Launch partner Planalytics, for example, offers weather analytics that help companies plan by watching the weather and predicting how consumers will react to it.
“Our goal is to enable a large market of cookie-free data sets, large and small, niche or with broad applications, to be accessible to all advertisers through all buying and selling platforms,” says Alex White, Peer39 COO. “Marketplace is not just about extending our integrations with DSPs and SSPs to these data providers, it’s about extending our core infrastructure and technology — the tools that allow us to process and understand 15 trillion web pages per month, and make the applicable components available to others. Our goal with marketplace is to normalize and ingest these companies’ understanding of context, while enabling them to maintain their proprietary models and IP.”
Peer39 adds that partners will be able to produce data and publish back into Peer39’s Marketplace in real-time globally, benefitting both data buyers and sellers (via DSPs).
