Websites using Peer39

Okay, let s break down Peer39, covering its overview, revenue (though tricky to pinpoint precisely), alternatives, pricing model, and customer care.

Peer39 Overview

Peer39 is a contextual intelligence platform that helps advertisers target their campaigns more effectively by analyzing the context of web pages and apps. In simpler terms, they don t rely on user data (like cookies) alone, but instead, they understand the content of a page to determine if it s a good fit for a particular ad.

Here s a breakdown of its key aspects:

• Contextual Targeting: Peer39 is a pioneer in this area. It analyzes page content, semantics, sentiment, keywords, and other factors to classify pages into various categories. This allows advertisers to target ads to relevant audiences without depending on user tracking.
• Pre-Bid Data: Their data is primarily used before an ad auction takes place. This means advertisers can filter out or bid higher on placements based on Peer39 s insights.
• Granular Categorization: Peer39 categorizes web pages into highly specific groups. This allows for precise targeting based on topic, sentiment, language, quality, and more.
• Brand Safety: They also provide tools to help advertisers avoid placing ads on inappropriate or brand-unsafe content.
• Data Integrations: Peer39 integrates its data into various Demand-Side Platforms (DSPs), ad exchanges, and data management platforms (DMPs).
• Global Coverage: They offer data and categorization across multiple languages and regions.

Revenue

Pinpointing Peer39 s exact revenue is challenging because they are a privately held company. They were acquired by Integral Ad Science (IAS) in 2019. IAS doesn t break out the individual revenue of Peer39, instead, reporting it as a part of their broader Context Control product.

• Estimated Range: While a precise number is unavailable, industry sources suggest that Peer39, before acquisition, was a significant player in the contextual targeting space, likely generating millions of dollars annually. Now that it s part of IAS, its contribution is not separated out.
• IAS Revenue: To get a sense of the scale, IAS as a whole reported hundreds of millions in revenue.
• How they make revenue: Peer39 s main source of revenue is through charging media buyers and advertisers for the usage of their contextual data and services.

Alternatives

Several companies offer contextual targeting solutions, and the specific best fit will depend on an advertiser s particular needs and budget:

• Grapeshot (Now part of Oracle): A prominent competitor acquired by Oracle. They also offer advanced contextual analysis capabilities.
• IAS Context Control: Since Peer39 is now part of IAS, this product represents its current form. It combines contextual data with other IAS brand safety products.
• DoubleVerify Contextual Targeting: Similar to IAS, DoubleVerify offers contextual solutions for brand safety and targeting.
• GumGum: Emphasizes visual context as well as text-based analysis using AI, going beyond just keywords.
• Audience Science (Contextual Activation): A platform offering contextual advertising solutions.
• Magnite Contextual: Magnite also offers a similar solution for identifying content and applying contextual data.
• Amazon Advertising Contextual Targeting: Amazon s DSP offers its own contextual solution based on browsing data and content.
• Permutive: Focuses on privacy-safe audience targeting by using data at the edge of the device, including contextual signals.
• Lotame Contextual: A data platform that offers contextual targeting options.

When choosing an alternative, consider:

• Reach and Scale: How many sites and impressions does the platform cover?
• Granularity: How deep and precise are the categories for targeting?
• Accuracy: How accurate is the content analysis and categorization?
• Integration: Does it integrate with your existing DSP or other ad platforms?
• Cost: How is pricing structured, and how does it fit your budget?
• Specific Features: Do you need capabilities like visual context analysis, brand safety, or specific language support?

Pricing

Peer39 (now as part of IAS Context Control) and its alternatives usually use one of the following pricing models:

• CPM (Cost Per Mille): This is the most common model. You pay a flat rate per thousand ad impressions where Peer39 s data is used or consulted.
• Data Usage Fees: Some vendors charge based on the amount of data you use, especially for highly specific categories or API access.
• Platform Fees: Some companies may charge a platform fee or software subscription for access to their overall system.
• Hybrid Pricing: It s also possible to find a combination of these models based on your specific needs and contract negotiations.
• Negotiation: Pricing is very much negotiated on a case-by-case basis depending on volumes and level of commitment.

Customer Care Details

Since Peer39 is now part of IAS, you will receive customer care from IAS. Here s a general overview of what to expect:

• Dedicated Support Team: IAS provides customer success managers to help clients with onboarding, campaign setup, and ongoing support.
• Technical Support: They have technical teams available to help with data integration, platform issues, and API support.
• Training and Documentation: IAS provides online documentation, training materials, and sometimes in-person sessions to help clients understand their platform and how to get the most out of it.
• Account Management: You will typically be assigned an account manager as a point of contact for questions or issues.
• Online Resources: IAS generally has an online help center or a resource library.

To get specific support:

• Go to IAS s Website: Start by visiting the Integral Ad Science website.
• Contact Sales: If you are new to their platform and need help understanding offerings, contact their sales team directly.
• Login to your IAS Account: If you already have an account, use their customer support section or contact your account manager for specific help.

In summary:

Peer39 is a significant player in the contextual intelligence space. While it is now integrated within IAS Context Control, its technology powers advanced contextual advertising for brands. When evaluating their solution, consider how it compares to competitors in terms of accuracy, reach, integration, cost, and customer support. Be sure to engage with their sales and support teams for specific pricing and support inquiries.