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BizReport : Advertising archives : September 15, 2010

AppNexus taps Peer39 for semantic targeting

Add semantic targeting options to the AppNexus real time advertising platform. The company has tapped Peer39 for semantic technology and will integrate their targeting technology into the AppNexus platform. According to Peer39 their semantic targeting technology is currently out performing behavioral targeting options for some online ad campaigns.

by Kristina Knight

Both Peer39 and AppNexus work in real-time, giving marketers and brands access to instant analysis of ad impressions. Through the integration, ad buyers using AppNexus will be able to utilize semantic information to better target campaigns within advertising networks, demand side platforms and direct marketing campaigns.

Targeting ads according to the semantics of a page of content could be the difference between a brand such as Pillsbury placing ads next to content about baking or content about the latest fresh fruit crazes.

"With advertisers always seeking new avenues for performance lift, Peer39's partnership with AppNexus makes our proven semantic targeting solution available at a massive scale," said Andy Ellenthal, Peer39 CEO. "By enabling exchange buyers to utilize our data in this setting, they now have a powerful tool that drives meaningful uplift in campaign performances. Buyers can now forgo Run of Network for a more targeting run of semantic categories, overlaying content relevancy across their inventory to make smarter buying decisions."

Semantically targeted ads have shown higher click-thru rates because of the relation of ads to content. Using semantic options in conjunction with the behavioral tools already available through AppNexus should increase click-thrus and conversions at even higher rates.

Tags: ad targeting, AppNexus, behavioral targeting, online advertising, Peer39, semantic ad targeting

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