(As posted on MarketWired)
Direct Integration Within the Altitude ARENA® Programmatic Platform Furthers Innovative Set of Publisher Data and Monetization Tools
DENVER, CO–(Marketwired – Nov 13, 2015) – Altitude Digital, the largest independent video supply-side platform (SSP), has partnered with Sizmek®, an Open Ad Management company for multiscreen campaigns, to directly integrate Peer39® by Sizmek’s suite of data into the Altitude ARENA® programmatic platform. The addition of this contextual data further enhances Altitude’s suite of publisher data and monetization tools.
Through this integration, publishers can now identify the content category of their pages, based on the IAB Taxonomy, helping them to evaluate their inventory as advertisers see it. While other contextual solutions infer content categories 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 transparency allows publishers to gain deeper insight into which categories have the highest performance so they can package and merchandize the most valuable inventory to advertisers. Publishers access this new data through the Altitude ARENA publisher dashboard, the fastest publisher reporting in the industry. Additionally, Altitude Digital advertisers can use this same data to improve targeting.
“Peer39’s pre-bid intelligence is an invaluable tool for advertisers, enabling them to deliver their message in the optimal environment to maximize engagement and performance,” said Steven Woolway, global vice president, Data Solutions and general manager of Peer39. “Our supply-side solutions are equally valuable to publishers, empowering them with a real-time categorization solution that comes with all the brand-safety features as are on the buy-side. What we’re doing with Altitude is really exciting as publishers can now optimize their sales efforts using Peer39 through the Altitude platform.”
“Many of the data driven innovations in programmatic advertising have been developed for the demand side,” said Manny Puentes. “Publishers can now benefit from that data and better understand how their content is being classified, all within the same Altitude ARENA reporting that gives them insight into traffic quality, viewability and revenue performance. This is just one more step towards simplifying programmatic selling for publishers.”
This is the latest development in Altitude’s ongoing effort to meet all of publishers’ video advertising needs. The company already offers other third party data and traffic quality reporting and filtering so publishers can proactively address advertiser quality expectations. In September, Altitude also launched first-of-its-kind pre-opportunity viewability filtering and targeting for video, helping publishers grow their revenue through increased control of their viewable video ad impressions and enabling advertisers to target only viewable opportunities.