2024 March 12: Introducing Page Signals in Contextual Targeting and Brand Safety by Peer39

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Example 3. 2024 March 12: Introducing Page Signals in Contextual Targeting and Brand Safety by Peer39

We're pleased to announce that with Peer39's page signals, you now can effectively target or avoid specific page categories using contextual targeting or brand safety measures. Peer39's page signals allow you to pinpoint pages with features such as comments, outstream, in-stream, native ads, strong social signals, and content-rich, highly viewable inventory with minimal clutter for contextual targeting. Meanwhile, for brand safety purposes, you can steer clear of pages that have ad formats, viewability rates, or video lengths that don't fit your purpose. Peer39 derives its Attention Index categories from comprehensive measurements across various dimensions, leveraging daily-updated data and machine learning algorithms. This ensures continuous enhancement in both the accuracy and scale of categories, benefiting campaigns with real-time updates even during their execution. Like all Peer39 solutions, it's cookie-free and prioritizes user privacy.

Peer39 offers a comprehensive set of global contextual signals, prioritizing relevance and quality for advertisers across various digital platforms such as the web, Connected TV (CTV), and mobile apps. In addition to conventional keyword analysis, their approach to contextual pre-bid ad targeting takes into account relationships between words, sentences, sentiment, and meaning. Peer39 operates without reliance on cookies, offering valuable targeting options with a long-standing presence in the pre-bid space.

Peer39's solution revolves around its content classification engine, which generates semantics-driven contextual targeting, brand safety and suitability assessments, page quality indicators, sentiment analysis, and other relevant data tailored to specific categories. The engine extracts information from real-time analysis of web pages and apps. Peer39's system comprises various components, processes, models, and technology, all of which contribute to its functionality. Furthermore, insights and methodologies developed from this framework extend to connected TV (CTV) applications, ensuring consistent and effective performance across platforms.

For more details on Peer39 solutions and methodology, visit Peer39's website.

When to Use Peer39 Page Signal Segments

With the new page signal segments by Peer39, you can:

  • Target or avoid pages with comments: Engage with audiences by delivering ads on pages related to your content or products, or prevent association with potentially negative or controversial discussions.

  • Target or avoid specific ad formats: Decide whether you want your ads appearing specifically on outstream, in-stream, and native ads formats, or whether you want to avoid them.

  • Leverage page signals: Identify pages with strong social signals, for example, likes, shares, comments, mentions, indicating relevance and popularity among your target audience and use them to amplify your message and increase brand visibility.

  • Focus on pages with rich content and highly viewable inventory: Prioritize pages with rich content that attracts and retains user attention to maximize the visibility of your ads.

  • Minimize clutter: Choose pages with minimal clutter to ensure your ads stand out and aren't lost among competing content.


With page signals, you can target both positively using contextual targeting, and target negatively using brand safety, as Peer39 offers segments and segment groups in both of these functionalities.

New Page Signal Segments

With this release, you can choose among the 11 brand safety segments to avoid pages with specific page signals.

Or you can choose between the three segment groups and nine standalone segments in contextual targeting to target pages with specific page signals.

Made for Advertising (MFA) Brand Safety Solution by Peer39

MFA block lists are no longer enough to ensure that MFA websites don't compromise your campaign performance and increase your spend. For this reason, Peer39 offers a brand safety segment that employs a URL-based algorithm to automatically categorize MFA sites. This is the fastest way to avoid your ads from being placed on them.

MFA websites are those that have more ads than content that can weaken your campaign performance and have buyers paying for placements that won't bring results. This MFA segment also keeps ads off of the fast-growing variation of AI-generated content sites.

Created in 2022, MFA solution by Peer39 takes advantage of available page-level signals and allows you to use their brand safety segment to avoid targeting pages that have:

  • High ad-to-content ratio.

  • Rapidly auto-refreshing ad placements.

  • High percentage of paid traffic sourcing.

  • Generic content (non-editorial or templated, low-quality content).

  • Usually poorly designed, templated websites.

Use Peer39 Contextual Targeting Segments

To use the new contextual targeting segments for your programmatic line items, follow the procedure in Activate Contextual Targeting, select Peer39 as Provider, and choose which Segments to target.

Use Peer39 Brand Safety Segments

To use the new brand safety segments for your programmatic line items, follow the procedure in Use Brand Safety with Adform, select Peer39 as Provider, and choose which Segments to avoid.


In Adform reports, you can evaluate the performance of the new brand safety or contextual targeting segments that you select for your campaigns or line items. To see the relevant data, create a custom report and select pre-bid reporting dimensions: Pre-bid Brand Safety FeaturesPre-bid Brand Safety ProvidersPre-bid Contextual Targeting Features, or Pre-bid Contextual Targeting Providers.

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