Integration provides powerful combination of Peer39’s contextual tool sets with Experian’s data across CTV, web and mobile inventory
Peer39, the leading global provider of pre-bid keyword, contextual, and brand safety solutions for modern marketers, announced that it has added Experian to its Contextual Data MarketplaceTM, giving advertisers privacy-safe, cookie-free, location-based Purchase Affinity and Demographics data.
The Purchase Affinity and Demographics categories are of particular interest to advertisers looking to take advantage of contextual targeting within CTV. Rapid growth in the channel has made it difficult for advertisers to understand new inventory sources and this integration unites Peer39’s verified CTV categories with Experian data in a future-proof, privacy-compliant manner. Peer39’s prebid content- and channels-categories, overlaid with Demographic and Purchase Affinity, now give advertisers the ability to address their audience with modern contextual suitability controls.
By combining resources in the Contextual Data MarketplaceTM with CTV targeting, advertisers get brand safety and transparency controls, as well as the peace-of-mind that they are spending against the intended audience. Before this combination of capabilities, advertisers could use demographic targeting on CTV, but not alongside Peer39’s granular content-type and channel targeting.
“Peer39’s data marketplace has shifted how advertisers access pre-bid data resources for the programmatic ecosystem,” said Aimee Irwin, Senior Vice President of Strategy for Experian Marketing Services. “As the advertising landscape continues to evolve, having easy access to privacy-friendly data is imperative. We’re thrilled to have Experian audiences available within Peer39’s data marketplace to drive leading edge contextual capabilities.”
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Experian Demographics is a privacy-first way to reach audiences based on demographic attributes. With Experian Purchase Affinity, marketers can customize offers and activation based on a customer’s propensity to purchase a product or service across dozens of purchase categories. Leveraging Experian Demographics and Purchase Affinity, advertisers have the ability to better understand who their best customers and prospects are and ultimately drive growth, especially across media.
“In the past year we’ve seen incredible market demand for both the Contextual Data Marketplace and our CTV offerings,” said Alec Greenberg, Vice President of Partnerships at Peer39. “The fact that this latest addition to the marketplace pairs so well with CTV targeting makes it a massive win for advertisers. The unique combination of our CTV categories and Experian’s data means advertisers can be precise in their targeting within CTV while aligning with the most suitable and relevant content.”
The Contextual Data Marketplace launched in 2021 to meet the growing advertiser demand for new and emerging data suppliers. The marketplace now offers marketers the largest selection of cookie-free data providers, helping to modernize brand responsibility, safety, and suitability.
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