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BizReport : Advertising archives : December 14, 2010

The Rubicon Project to use Peer39's semantic platform

A new partnership between The Rubicon Project and Peer39 should give marketers the ability to turn quality content into ad inventory. As part of the partnership Peer39's semantic data will be used within Rubicon's REVV for publishers Yield Optimization Platform.

by Kristina Knight

Peer39's offering is cookie-free; they will analyze impressions from sites within REVV's platform.

"Thanks to our new partnership with REVV Marketplace, Rubicon's stable of top publishers stand to see the benefits of semantic targeting in action -- specifically an increase in the value of their ad impressions," said Andy Ellenthal, Peer39's CEO. "Furthermore, buyers now have another valuable inventory source, delivering ginormous scale of semantic relevancy to increase campaign performance and advertiser satisfaction."

"In 2011 there will be a renewed understanding of the value of context, and in turn high quality content, in digital media. In an ecosystem where the focus has become heavily skewed toward reaching audiences, the value of context and of content-adjacency has in far too many cases become a secondary consideration," said Ben Trenda, VP REVV Marketplace Development for the Rubicon Project. "As a partner to many of the most premium content brands in the world, including 12 of the top 15 newspapers brands in the U.S, alone, we believe it is in the interests of advertisers and their buying channels as well as premium publishers to restore some sanity by correctly valuing environment alongside audience. Our partnership with Peer39, whose semantic targeting technology improves the efficiency and performance of targeting on the REVV for publishers platform, will help us swing that pendulum."

Semantically targeting ads had been shown to improve engagement because the content/ad combo is based on the meaning of a phrase or paragraph rather than a simple keyword which could be semantically different than the ad or content chosen. Brands and marketers can bid in real-time on category based content.

The Rubicon Project works with more than 600 demand-side channels from advertising networks and exchanges to DSPs.

Tags: online content, Peer39, REVV Marketplace, semantic targeting, The Rubicon Project

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