Since the beginning of the new millennium, just 20 years in, we’ve watched massive changes in how we consume entertainment. Pay television (cable/satellite) are no longer the default, video stores are practically non-existent, and yet, the amount of content we have access to today far exceeds our wildest dreams back in the day. The shift to streaming services has run parallel to advances in the technology we use to watch television. And though that experience of watching TV has gone through radical changes, consumers aren’t giving up their TVs. It's vital for digital marketing to adapt to data-driven placements to optimize ad campaigns . The case for advertising on CTV According to a recent report from Conviva, viewing time for streaming in the past year is up 57% globally, though Europe ...

Contextual CTV offering adds new levels of accuracy, scale, and transparency, aligning expectations with modern digital marketing. New York – November 17, 2020 – Peer39, a global independent cookie-free data and intelligence company, today launched a cookie-free contextual planning and targeting tool set for connected TV (CTV) advertising. For the very first time, CTV buyers can now utilize Peer39’s contextual analysis to understand the programming surrounding CTV ad impressions, giving them deeper insights for contextually planning, targeting and activating CTV campaigns. This evolutionary step in CTV ad targeting gives buyers more data and intelligence on inventory, helping solve CTV’s primary issues of fragmentation, transparency, inefficient buying, and insufficient contextual ...

Every day brings us closer to the time when cookies aren’t an option for advertisers anymore. The news of cookies going away isn’t all bad, though. After all, cookies have their fair share of problems in terms of relevance for consumers. Just about everyone has a story like one of these: You buy something and then see ads for the item you’ve purchased all over the sites you visit for days or weeks. You buy a gift for someone—let’s say it’s your 10-year-old niece—and you start seeing ads related to that gift you have no interest in anymore. You’re a parent working full time and do searches at home related to your child’s needs and the ads follow you around while you work at the office. Not ideal, is it? While research shows consumers want personalized ads, there’s a growing unwillingness ...

This year has been intense when it comes to news coverage, especially with so much reporting around the pandemic, politics, and protests. The sensitive nature of these news topics has made advertisers particularly reticent about placing ads on news content. We saw it in the early days of the pandemic when blocklists were used to protect brands from negative coronavirus stories. The challenge with this avoidance approach is that publishers rely on the ad revenue to support their ability to report on all those very topics. The use of inclusion/exclusion lists creates risk for credible information sources we need right now. More importantly, it locks you out of the highest quality content for ad placements, reducing your impression pool. So, what’s an advertiser to do? No news is bad news ...

One of the most significant advantages of contextual targeting as a cornerstone of your advertising strategy is the ability to build a more compelling and complete story that resonates with your audience. The challenges of finance marketing With the finance industry slowly growing its digital ad spend, marketers are looking for ways to stand out from competitors and adopt tools, tactics, and systems that are measurable so they can analyze and improve results. In addition to regulatory compliance requirements, finance marketers face some challenges in reaching their audience with a compelling message. There are several reasons for this: Many consumers aren’t knowledgeable about financial products. Content about financial products and services tends to use complex language. The rocky trust ...

One of the most effective ways marketers have to connect with their audience is storytelling. This can be challenging when it comes to advertising because the timeframe for attracting attention, garnering interest, and inspiring action is mere seconds. But what if the content alongside your ad was part of the story? Ads shouldn’t be an island It’s not uncommon for ads to show up beside content that has no particular relevance to the ad. I tested this out by looking at what ads would run next to an article with advice on staying cool at home during a heatwave. None of the ads were precisely relevant, but they were all humorous in their own way given the context – here’s a sample of what I saw ads for: Face masks – so important when working from home, Pods – for a quieter, happier place in ...

In the world of digital advertising, during times of crisis, there’s a predictable pattern where advertisers go into protection mode to preserve brand safety. The response is understandable, especially given the very real human concerns associated with the current coronavirus (COVID-19) pandemic. You want to be sensitive to what’s happening, which usually involves a significant shift or reduction in advertising. Recently, our partner MediaMath invited Alex White, COO of Peer39, to have a conversation about the challenges advertisers are facing right now in the face of an active global pandemic. Danny Sepulveda, SVP for Policy & Advocacy at MediaMath, hosted Alex as part of their Digital Dialogues webinar series. Together, Alex and Danny discussed the state of advertising and content ...

The outbreak of coronavirus and its pandemic status have had an abrupt progression in the news. Since January, we’ve seen the topic evolve from regular updates on news about somewhere else in the world to become the overwhelmingly dominant story in every country. This massive growth in volume of coverage has created a backlash among advertisers who are responding by creating comprehensive block lists of terms related to the virus or, in more extreme cases, ceasing all ad spend on publishers. This kind of extreme reaction is meant to prevent the kind of damage to their brand’s reputation that can occur if their ads are served on pages alongside articles about the tragedy and economic impact of this global crisis. It’s understandable that advertisers are wary. Every brand seeks to be seen ...