Privacy-Compliant Cookieless Targeting Feature Powered by Peer39
Analyzes Campaign Audiences to Identify Best-Performing Contextual Categories
Centro, a global provider of enterprise automation technology, today announced a first-of-its-kind cookieless targeting feature that automatically recommends contextual categories based on a marketer’s best-performing audiences. The privacy-compliant contextual analysis is powered by Peer39, the leading global provider of pre-bid keyword, contextual, and brand safety solutions for modern marketers. The contextual category recommendation technology is exclusively available in Basis by Centro, the industry’s most comprehensive, automated, and intelligent digital media platform—and the only software solution of its kind to consolidate digital operations across programmatic, direct, connected TV (CTV), search, and social campaigns.
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Marketers are supporting consumers’ demands for privacy in digital channels by disentangling campaigns from the use of third-party cookies while exploring innovative ad targeting methods. Contextually targeting the same audience as cookie-reliant campaigns, without automated tools, can be complicated for media professionals. It involves manual analysis of numerous data points from different sources and inferring why certain domains perform well, without knowledge of the content on the page. Basis users are now able to synthesize audience targeting performance in programmatic buying into contextual ad buying that reaches similar customers with more pricing efficiency.
“Addressable advertising is not going away despite the deprecation of third-party cookies, which elevates the importance of contextual tactics. As the ad industry evolves, brands and agencies are equipped with a comprehensive toolset in Basis to effectively engage audiences in digital channels,” said Tyler Kelly, president, Centro. “Peer39 has driven the advancement of contextual advertising far beyond simply identifying content on a page. It powers our advertiser users’ ability to convert audience data into actionable contextual ad targeting seamlessly.”
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The technology solution from Centro and Peer39’s collaboration, utilized natively within Basis, analyzes brand insights and performance metrics such as campaign impressions, conversions, completion rates, general KPIs, and others. Based on that first-party advertiser intelligence, Peer39 and Basis predict which contextual targeting categories will perform the best for a brand or campaign, whether or not the original campaign utilized contextual targeting. This analysis is applicable across all types of inventory, including desktop, mobile apps, and CTV.
The technology enables media professionals to:
- Draw value from first-party audience data by uncovering customer content consumption patterns and converting them into contextual signals.
- Optimize campaign budgets to contextual segments that aren’t obvious or analyze it for future marketing efforts.
- Target wider demographics that have similar content consumption habits of audiences being targeted.
- Report performance by the classification of the actual content that ads were placed with, which provides more insight than domain lists.
“The direction of the market is clear, evolving to a privacy-first approach,” said Mario Diez, CEO, Peer39. “Our collaboration with Centro is a landmark initiative providing marketers the visibility, measurement, and optimization insights required to bolster their media performance as they face the deprecation of legacy cookie-based signals.”
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