Peer39

Introduction

Check out our AdTech Academy Course on Sensitive Categories!

Peer39 helps brands and advertisers access the safest, highest quality, most contextually relevant inventory at an unmatched global scale. They achieve this by surfacing the largest set of global identity-free signals, ensuring contextual relevance and quality environments are secured. From the beginning, Peer39 claims to have pioneered a holistic approach to contextual pre-bid ad targeting that looks at the environment beyond keywords and phrases and examines the relationships between words, sentences, sentiment, and meaning. With roughly half of consumers already cookieless, this is a higher priority for advertisers that want to re-align their strategy. Peer39 has invested in scale and innovation and because of this commitment, Peer39 claims to be able to provide a response on 40% more inventory compared to competitors, resulting in more scale for ad opportunity and better performance.

Market Differentiators

Connected TV Categories: Peer39's Safety & Suitability CTV pre-bid categories were built from the ground up for CTV environments. The Safe from Fake CTV Content category ensures that ads are actually running in CTV content, not screensavers or mobile apps. Safety & Suitability requires knowing where you're running. Peer39's Verified Content Categories and Verified Valid Channels Categories keep you off of blind programmatic channels or content categories. Safe From categories include Anime, Blind Inventory, Divisive News, Kids Content, News, Unprofessional, and All Sensitive Content. Layer in your safety parameters with target specific apps/channels or content types.
Analytics for CTV: A comprehensive view of where impressions are running and where optimizations are possible. This includes Channel and Show-level information, total impressions run on Fake CTV Content, Professional vs Unprofessional Content, and Unsuitable environments such as News, Anime, and Kids Content.
Custom Categories for CTV: Run campaigns on CTV with the specific category combinations you need to reduce waste and improve performance. Build your own CTV targeting, including or excluding specifics from Safety & Suitability, CTV Service, Content Categories, Demographics, and more. Advanced Custom solution for CTV capabilities lets advertisers create custom targeting and combine their own CTV channel lists, Safety & Suitability, Content Categories, and 1,200+ CTV categories.
Full page-level analysis goes well beyond the epicenter of the page: Peer39 goes beyond keywords and phrases, pioneering a holistic approach to contextual ad targeting. Combining artificial intelligence with Natural Language Processing (NLP) and Machine Learning (ML) algorithms, they claim to analyze every element of the page, including technical attributes such as URL, page layout, page type (home page, section page, social media), as well as page quality, language, text-to-ad ratio, video size, and comments. Their full page-level analysis identifies—in any language—the page topic, sentiment, safety, suitability, and quality.
Unmatched scale and recency of data: In response to over 400 billion daily bid requests, Peer39 analyzes over 2.5 billion unique URLs and 1 million apps, returning attribute results in milliseconds. Their extensive data set of 2,000+ granular categories comes from over a decade of analyzing web pages, thus creating a continuous loop of knowledge that exponentially improves categorization and automatically updates categories. Website content changes vary from page to page; they re-crawl previously seen web pages every two hours—other solutions range from four hours to 30 days—to ensure classifications represent live content. All pages in their system expire after 24 hours. Only pages that show up in RTB auctions each day are processed.
Custom-category creation: Plan, build, and manage custom categories using a planning tool set that offers forecasting, which provides insights and impression opportunities to inform campaign strategy. Quickly build and activate distinctive categories (in all languages) based on keywords, URLs, or “safe from” keywords; ”safe from” categories are sets of keywords that the advertiser wishes to avoid. This Advanced Contextual Data is built on the industry’s largest and most accurate pre-bid contextual segment library to help you find the most relevant, safe, suitable, and quality inventory to target.
First Look technology provides unrivaled scale: 90% of URLs are new each day. Peer39's proprietary first-look technology immediately provides a contextual and brand suitability understanding for new URLs and apps as well as a full semantic analysis for URLs within two minutes. The result is Peer39 data that’s applicable on up to 40% more inventory than competitors.
Industry-specific brand safety categories: Curated industry-specific safety categories let you select a single safety segment relevant to each vertical, such as Airline, Automotive, Clothing, Finance, Oil, Pharmaceutical, and Travel.
Page Signals that tell you technical attributes about environments: Page Signals identify technical attributes, such as content-rich environments, pages with user-generated content or social media activity, number of ads per page, or video player size and location.
Page-level sentiment: Peer39 is the only data provider with a deep understanding of page-level sentiment, that is, positive or negative. Layering sentiment targeting on top of semantic categorizations allows media buyers to find brand-relevant content while also ensuring that the content is positive in nature.
Multi-layer approach for brand safety and suitability: Pre-bid brand safety ensures maximum safety up-front by blocking undesirable content without relying on keywords and increasing scale by allowing safe content that others may avoid without full-text analysis. Layering Peer39 technologies creates a powerful brand safety strategy that is more efficient, privacy-friendly, and globally compliant.
First-party contextual onboarding: Using inputs from campaigns, Peer39 produces an analysis of brands' media distribution and performance across contextual signals, which gives a deeper understanding of where audiences are spending time and consuming content. Protect your first-party intelligence investment and future-proof audience strategies by translating to proven contextual and keyword combinations.
Privacy friendly and compliant: Peer39 was built from the ground up with privacy in mind. They rely on our page-level semantic analysis to drive all our data attributes. Nothing is user-based, and cookies play no role in any of their data segments.
Independent, customer-first focus: Peer39 is 100% employee-owned. Others operate under a larger umbrella where focus and innovation can be hard to come by. At Peer39, they are agile, nimble, and committed to a customer-first approach.
Globally available: Categories are available in 12 languages: English, Spanish, French, German, Italian, Dutch, Portuguese, Chinese, Japanese, Turkish, Russian, and Polish. Custom categories can be created in any language.

Characteristics

Supported Platforms

Web
Mobile Web
Mobile App
Connected TV

Geographical Availability

Global

Vertical Specialization

Peer39 specializes in all verticals and can customize niche topics as well. Top client industries include:

Automotive
Telecom
Travel
Retail
Pharmaceutical
Finance (B2B)
CPG
Real Estate
Health

Data Taxonomy

As a Basis customer, you have access to Peer39's syndicated taxonomy within the platform as well as the ability to create and add custom segments specific to your requirements.

Syndicated Taxonomy

Peer39 offers a variety of pre-bid, cookie-free targeting capabilities through real-time categorization with 1000+ categories across:

Context: Peer39 goes beyond keywords and phrases. Their contextual technology is based on their proprietary algorithm that utilizes semantic classification technology, ML, and NLP, which pioneers a comprehensive approach to contextual ad targeting. Their methodology combines keyword detection, domain/subdomain analysis, and URL string analysis to achieve maximal coverage. They analyze every element of the page, including technical attributes, contextual relevance, sentiment, safety and suitability, and provide the most comprehensive page-level understanding of the ad environment.
Brand Safety/Suitability: Without the right context, a single word can misrepresent the meaning of the article, leading clients to block ads from running on it. For example, “shot” or “kill”, which are often used in sports reporting, are found on most brands' keyword blocklist. Combine Peer39 data points to create a powerful strategy beyond the blunt instrument anti-targeting approach of blacklisting keywords and domains, which is more efficient, privacy-friendly, and globally compliant.
Global Alliance for Responsible Media (GARM) Brand Suitability: A first to market Brand Suitability taxonomy developed in conjunction with GARM lets advertisers create suitability controls, which puts brand safety into context. At the heart of these controls is the Peer39 semantic classification engine. Rather than a block-all approach, buyers have the ability to select various risk profiles that have the potential to unlock substantial pools of inventory volume that were previously avoided.
Page Signals: Page Signal categories are made uniquely available by Peer39, and they provide partners with the ability to target pages based on environmental and technical attributes. Examples of these attributes include content-rich environments, UGC, social media activity, home index pages, video players, pages with a comments section, or a range of ad counts.
Language: Peer39 can semantically classify in 12 languages: Chinese, Dutch, English, French, German, Italian, Japanese, Polish, Portuguese, Russian, Spanish and Turkish. Custom keyword categories can be created in any language.
Ad Fraud: Protect your investment by circumventing suspicious traffic and ghost sites. Additionally, these segments help you stay away from bots, non-human traffic, spoofed URLs, and pages without ads.
Video Players: Video Player categories target the right—and avoid the wrong—video placements based on the players size, position of the video, auto-play setting, or if there are multiple players on a page.
Mobile Apps: As consumers spend more time using their mobile devices, align your brand with mobile apps that are high quality and contextually relevant. Filter all available in-app inventory from 80+ available categories from both Google Play and the App Store. Targeting options include content categories, user ratings, popularity, safety, and more.
Sentiment: Peer39 claims to be the only data provider with a deep understanding of page-level sentiment. Layering sentiment comprehension on top of semantic categorizations, media buyers can implement their campaigns to align with brand-relevant content, while also ensuring that the content is positive in nature. The combination of these tactics creates a high-impact form of semantic targeting.
Interest and Specialty: Peer39 uses a sophisticated algorithm that identifies content most likely to be read by different demographics, such as women, men, moms, and high income consumers. Automated demographic targeting in the form of Interest categories helps advertisers reach their desired audiences at scale without the high cost of audience targeting while remaining privacy compliant.
OTT-CTV: Peer39 has developed categories for CTV that provide advertisers with a granular level of detail and control with clear options for buying OTT inventory on CTV devices. The combination of Peer39’s classification technologies, such as semantic or mobile, lets advertisers have Safety & Suitability options that meet brand needs via Verified Content Categories, Verified Valid Channels, Safe from Fake Content—including games, radio, podcasts, casting, beaming, media players, screensavers/wallpaper, and video/photo widgets—Safe from Divisive News, Safe from Legal and Military Content, Safe from Anime, Safe from Blind Inventory, Safe from Kids Content, Safe from News, Safe from Unprofessional Content, and Safe from All Sensitive Content. Advertisers can also buy CTV by Channel, Content Category, App Store, Device Type, OTT Service, Production Type, Broadcast Type, and Revenue Type.
Contextual Data Marketplace™:A first-of-its-kind collection designed to give advertisers direct access to an innovative and expanded set of pre-bid, cookie-free, contextual data suppliers based on content such as web pages, apps, and those focused on the context of physical location. Categories created from a variety of data sets—large and small, niche or broad—bring new dimensions to advertisers for insights and targeting.
Adloox: Adloox is the leading independent ad viewability and insights platform with 12 years of viewability experience and Media Rating Counsel accreditation. It's state-of-the-art proprietary technology ensures clients that their ads are viewable for impact.
Burbio: Burbio provides advertisers with the ability to reach their target consumers for school-related items at the right time. Categories are created from school calendar data that combines the where and when—aggregating school calendar dates to the zip code level.
ContentScore by Factmata: Factmata monitors internet content and analyzes it for risks and threats. Their technology understands the human expression of propaganda, sexism, and bias.
DeepSee: DeepSee uses ML and statistical models across robust, historical, site-performance data to discover emerging patterns of fraud. Unlike click or impression trackers, which collect large amounts of data from web users, DeepSee looks at the nature of websites and their networks to discover places that harbor fraud.
Experian Demographic: Whether it's gender, age range, household income, marital status, or even occupation group, you know who your best customers and prospects are. Using Experian’s privacy-first demographic data, you have confidence that you’re marketing to the segments you want to reach.
Experian Purchase Affinity: Experian’s growth audiences match geographic data at the zip level to a representative portion of the population. Layered with purchase behavior insights, Experian Purchase Affinity offers targeting and activation based on a propensity to purchase a product or services.
Global Disinformation Index (GDI): The exclusion list available using Peer39 includes the top 500 disinformation sites tracked globally by GDI, which are ranked by total reach using market research methodology built upon the Journalism Trust Initiative and updated on a quarterly basis.
Goldfish Ads: Processed by geospatial algorithms, Goldfish Ads creates categories of cohorts, such as Demographics, Behaviors, Purchase Intent, Interests, and others using vast amounts of real-world data, without using PII.
NewsGuard: This company provides a highly unique ratings data set that scores publishers on their credibility, which allows brands to access credible news sources while avoiding misinformation and fake news. Their rating process is designed to align your brand with credible, trustworthy news, and information sites.
International Handling Services (IHS) Markit (Polk Automotive): Polk Audience categories give you access to industry-proven data to reach the right automotive customers and prospects at the ZIP code level in a privacy-safe way.
Reticle: Reticle offers emotional categories that are powered by a global, proprietary framework that validates human motivations. It's been adopted by 200+ leading global brands. The emotional data categories let advertisers better align brand strategy and creative messaging with contextually aligned emotional placements. These categories are used to produce positive sentiment segments that evoke feelings such as Smart, Nurturing, Uplifting, Trustworthy, Friendliness, and Creative. Buyers can now align their ads with articles that evoke these feelings.
Social Predict: Social Predict segments use real-time social monitoring technology to discover the ways people discuss topics across 50,000 digital channels, including social, blogs, and publications. Then, it dynamically predicts trending keywords for targeting based on the language used in these discussions. Social Predict categories are purposefully built to find the words and phrases predicted to trend across the web related to any particular topic of interest.
Social Context: Social Context lets advertisers meet their DEI goals by enabling them to invest in ads on news content that matches their core values, such as racial diversity, gender equality, LGBTQIA+, Hispanic and Latinx, and more.
Weather: Everyone knows that weather affects the way we choose to spend our time and money. The challenge that advertisers face is translating this human behavior into effective advertising. Peer39 provides a solution to this dilemma by giving buyers the capabilities to target users with relevant messaging while they're experiencing particular weather conditions.
Scope3: Scope3 is the supply chain emissions data standard that claims to deliver an accurate, comprehensive, and independent emissions model for every company in the digital ecosystem. Scope3 emissions intelligence data powers the tool's brands, agencies, publishers, and technology that providers use to measure, understand, and take action to reduce their carbon footprint.
Attention Index: Attention Index is a full-campaign-lifecycle tool for performance optimization. High, Medium, and Low Attention Index categories are based on benchmarked scoring against the average of all measured sites. Attention Index scores and tiers are updated daily using a rolling 14-day average of scores for the domains.

Custom Taxonomy

Segment Creation

Peer39 offers a Custom Keyword solution with an exact 1:1 match. Create custom categories and combinations that work with any other predefined standard Peer39 categories, and use boolean logic for both "exclude" and "must have" keywords. Quickly build and activate distinctive categories—in all languages—based on keywords, URLs, or “safe from” keywords.

Segment Addition

The addition of segment is automated. As soon as a segment is created and submitted for approval within Peer39's UI, the segment is created within Basis in several minutes.

Pricing

Syndicated: $0.05 - $1.50

Custom: $0.25

Methodology

At its core, Peer39 is a content classification engine that produces semantic-based contextual, brand safety & suitability, page signals, sentiment signals, meaning, and a number of other groups of data that are derived from the analysis of web pages and apps in real time.

The system is made up of a number of components, processes, models, and technologies. Peer39's online layer consists of a caching layer and a data processing layer—this is the point at which all of their partners and customers integrate with Peer39. The caching layer is the repository that responds quickly with page-level results to all of their partners when they pass a URL or other signal to their platform. They call the data processing layer their first-look technology. First-look is exclusive to Peer39, and it lets them classify an individual page even if it’s the first time it's been passed to their system. Peer39 responds to all pages in real time, but new pages get a first-look response and are added to a queue for further processing by their classifier. The classifier is a series of models and algorithms that are built to process pages and content, which then respond back to the online layer—in addition to sentiment analysis—with their semantic classifications, quality categorizations, brand suitability, mobile, video, trending, and viral classifications. Finally, they have an enrichment layer where their marketplace partners can enhance the response back to the cache layer with their own brand of data derived from their analysis of the pages, app, or location. Some examples of enrichment include social signals (Social Predict), news content credibility scores (NewsGuard), and emotional context (Reticle).