Today Peer39 and Brandscreen announced a partnership to provide real-time semantic targeting to media buyers in the APAC region. Phil Cowlishaw, Performance Media Director of Ikon Communications, and Andy Ellenthal, CEO of Peer39, discuss page relevancy, brand safety and the plans to make the technology available in other APAC languages.
EW: You mentioned in bid decisions that gaining access to page level attributes ‘unlocks the true value and context of each available impression’, can you explain the impact of page relevancy on real time audience buying in more detail?
PC: Understanding page level attributes provides us with valuable new insights into where our ads are being served and the overall performance of each placement. The Peer39 integration will enable us to make bid and buy decisions on 3 key page level attributes: Quality, Safety and Category. These attributes are passed from the supply source and enable us to define the environment of the page that our ads could potentially appear on for each individual impression.