ViralGains, Peer39 partner on contextual ad placement
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Michelle Clancy
| 24 August 2017

Online advertising experience technology provider ViralGains is partnering with Peer39 by Sizmek to provide brands with contextually relevant analysis of where their advertising campaigns run.

“Brands have rightfully been highly concerned with their image in digital environments and ensuring that their video ads do not appear beside inappropriate content, so brand safety ... is essential and a good first step, but now brands need to think about context and ensure their ads are also appearing when and where a person is most receptive to a brand message,” said Glenn Kiladis, VP, product management & strategy, ViralGains.

“For example, if an airline is advertising new travel destinations, you shouldn't see those video ads appear next to a story about a new destination that was just ravaged by a hurricane. Context is a big part of driving meaningful and valuable connections between brands and people. We are incredibly excited about how our partnership with Peer39 is delivering advancements in contextual targeting to ensure that a brand message connects with engaged viewers and moves that person through a journey with that brand.”

IPG Media Lab found that 73% of consumers targeted at the contextual level said the ad complements the video experience, compared to 55% targeted at the channel level and 49% targeted at the audience level.

With the help of Peer39's technology, which algorithmically analyses the content of each page, ViralGains will be able to reach the most receptive audience at the most appropriate time, ensuring a resourceful form of advertising. This method of advertising allows consumers to receive pertinent content at the precise time they are engaging with particular subjects.

“As consumers take a more active role in how their data is used and shared, relevancy is returning to the spotlight in digital advertising,” said John Douglas, director, product strategy, Sizmek. “ViralGains combines their video ad journey platform with Peer39's contextual targeting to provide the best experience for consumers and the safest environments for brands.”