Drawbridge Cross-Device Platform Now Offers Granular Contextual Targeting from Page-Level Intelligence Leader Peer39 by Sizmek
Drawbridge, the leading anonymized digital identity company, has partnered with Peer39® by Sizmek, the world’s largest cookie-free targeting solution, to directly integrate Peer39’s contextual relevance data into the Drawbridge Cross-Device Platform. Through this integration, advertisers, agencies, and trading desks can sync media buys based on the contextual relevance of individual web pages, in a self-service manner within the Drawbridge platform. This means that even before placing a bid, buyers can cherry-pick the exact context that they want their ads to appear alongside, thereby driving more personalized messaging to an audience already engaged with a particular subject.
“Drawbridge has built an incredibly powerful platform for brands to reach consumers across devices and measure the impact of that reach, and we’re excited to offer a layer of contextual relevance for marketers to leverage,” said Steven Woolway, global vice president, data solutions and general manager of Peer39. “Our cookie-less targeting solution measures 90 billion bid requests per day and will add increased relevance to help marketers maximize engagement and performance.”
“Peer39’s pre-bid intelligence is an invaluable tool for advertisers, enabling brands to deliver their message in environments where consumers are going to be the most receptive,” said Rahul Bafna, Drawbridge’s vice president of product management and partnerships. “Integrating tools like these keeps our platform at the forefront of the industry in terms of the ability to reach consumers on the right device at the right time, and also deliver those messages in sync with the right content.”
While other cookie-free targeting solutions categorize URLs based on the keywords present or the domain the page belongs to, Peer39 by Sizmek works by performing semantic analysis of each page in order to understand not only the meaning of individual words, but also the relationship between words.This increased relevance of ad placements helps advertisers improve performance, brand associations, and product recall, as well as lower overall CPA.
The Drawbridge Cross-Device Platform is a one-stop destination for marketers to buy media, reach consumers, and measure success across devices. Agencies and brands have full access to the platform, enabling teams to set up campaigns, determine targeting criteria, manage creative assets, and understand ROI, including consumer paths to conversion across devices and even offline.
Drawbridge is the leading anonymized cross-device identity company building technology that fundamentally changes the way brands connect with people. The Drawbridge Connected Consumer Graph™ includes more than one billion consumers across more than three billion devices, and was found by Nielsen to be up to 97.3% precise. Brands can work with Drawbridge in three ways: by licensing the Drawbridge Connected Consumer Graph for cross-device data applications; managing cross-device ad campaigns in real-time using the Drawbridge Cross-Device Platform; or working with Drawbridge to execute cross-device campaigns. The company is headquartered in Silicon Valley, is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital, and was named the fastest growing marketing and advertising company and sixth overall on the 2015 Inc. 5000 list. For more information visit www.drawbridge.com.
Mike Murphy, Senior Marketing Manager
Sizmek Open Ad Management brings freedom of choice to end-to-end advertising. With a single point of access to the best technology, data, and strategic guidance—and the flexibility to choose solutions that fit their strategies—more than 42,000 advertisers, agencies, publishers, and trading desks create inspiring, seamless advertising campaigns that connect them to their customers around the world easily and effectively. Open and independent, Sizmek’s wide range of technology and data is bolstered by integrations with more than 100 partners providing leading solutions for attribution, data management, audience measurement, search engine marketing, creative authoring, and more. Sizmek operates in more than 70 countries, with local offices providing award-winning service throughout North America, EMEA, LATAM, and APAC. For more information, visit www.sizmek.com.
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