Peer39 Partners With the Rubicon Project to Empower Premium Web Publishers With Semantic Intelligence to Capture the True Value of Inventory

REVV for publishers Yield Optimization Platform armed with Peer39's semantic algorithms to drive brand safety, efficiency and revenue performance of ad targeting

Dec 14, 2010, 08:00 ET from Peer39

NEW YORK, Dec. 14, 2010 /PRNewswire/ -- Peer39, the market leader in semantic advertising solutions, today announced integration of its semantic targeting technology on the Rubicon Project's REVV for publishers™ yield optimization platform.

Peer39 semantic targeting will analyze billions of pages on the premium Web sites that sit on the REVV platform, classifying them in real-time into advertiser-focused categories based on a true understanding of the meaning of each page, in turn, enabling publishers to capture the true value and most revenue possible.

This partnership will also allow the more than 600 demand sales channels (ad networks, exchanges, DSPs, etc.) that transact in the Rubicon Project's REVV Marketplace to optimize their display advertising campaigns based on Peer39 cookie-free semantic targeting. Peer39 offers value to buyers looking for the most relevant content with which to associate their campaign spend. Furthermore, Peer39's semantic targeting can be utilized in concert with other targeting technologies in order to provide a more robust solution to maximize performance. In addition, its multi-level content filtration system assures even the most family-friendly brands that their ads will appear on pages that are best aligned to their messaging.

"Today, online buyers want to achieve scale on relevant, quality inventory with sensitivity to advertiser brands," said Peer39 CEO Andy Ellenthal. "Our partnership with the Rubicon Project delivers all three: massive scale, content relevance and premium brand alignment.  Through the REVV Marketplace, demand sales channels have access to more than 550 million unique users around the globe – providing the scale their customers, the advertisers, are looking for. By combining Peer39's content analysis and classification with the Rubicon Project's REVV platform, advertisers can rest assured that display ads run adjacent to semantically relevant content, and publishers are in turn maximizing revenue."

"In 2011 there will be a renewed understanding of the value of context, and in turn high quality content, in digital media. In an ecosystem where the focus has become heavily skewed toward reaching audiences, the value of context and of content-adjacency has in far too many cases become a secondary consideration," said Ben Trenda, VP REVV Marketplace Development for the Rubicon Project. "As a partner to many of the most premium content brands in the world, including 12 of the top 15 newspapers brands in the U.S. alone, we believe it is in the interest of advertisers and their buying channels as well as premium publishers to restore some sanity by correctly valuing environment alongside audience. Our partnership with Peer39, whose semantic targeting technology improves the efficiency and performance of targeting on the REVV for publishers platform, will help us swing that pendulum."

About Peer39

Peer39 has developed proprietary semantic advertising technology that provides targeting data that accurately and efficiently matches online ads to content. The company's patented natural language processing and machine learning algorithms are able to understand the meaning and sentiment of content, thus empowering networks, exchanges, publishers, and emerging advertising platforms to boost monetization. By processing thousands of URLs per second and enabling over a billion ad requests daily, Peer39 provides a semantic targeting solution built to address the real-time needs of today's online advertising ecosystem. Headquartered in New York City, Peer39 maintains a research and development center in Israel. Peer39 Labs conducts primary research in semantic analysis and targeting technologies resulting in numerous patents covering its technology and business practices. For more information, please visit

About the Rubicon Project

the Rubicon Project, the world leader in Yield Optimization technology, launched in 2007 with a mission to automate buying and selling across the $65 billion global online advertising industry.  Powered by data-driven algorithms and pricing intelligence data, REVV, the company's yield optimization platform, has optimized more than one trillion ad transactions for more than 350 of the largest properties on the Internet and is forecasted to reach 400 billion RTB transactions by Q4 2010.  REVV helps premium Web publishers like NBC Universal, Time Inc., and CareerBuilder make more money by optimizing their ad space, eliminating unnecessary ad operations costs and protecting their brands. The platform powers the REVV Marketplace, the world's largest premium display advertising marketplace.  More than 600 ad networks, exchanges and DSPs access premium inventory and audiences through the REVV Marketplace and its unparalleled reach of more than 550 million unique users.  Headquartered in Los Angeles, with offices in New York, Seattle, London, Paris, Hamburg and Sydney, the company is backed by $60 million in funding from Clearstone Venture Partners, Mayfield Fund, IDG Ventures Asia, GE/NBC Universal's Peacock Equity Fund and News Corporation.


James Oppenheim


(646) 381-0639

Uriah Av-Ron

PR for Peer39

(646) 755-6120

Devan Fearman

the Rubicon Project

(310) 207-0272