Apr 26 2023

Basis Technologies and Peer39 Empower Marketers with Location-Based Contextual Advertising

Basis Platform for Media Automation Identifies Geographic Locations that Have People Who Fit Various Customer Segments and Then Reaches Them on Any Digital Device and Channel

Chicago — April 26, 2023 — Basis Technologies (https://basis.com), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today announced that is has added to its cookieless data offerings through the addition of Location-Based data partners from Peer39. Basis’ programmatic advertising customers can now utilize audience solutions from Experian, Goldfish Ads, and other providers.

Powered by Peer39 (https://www.peer39.com), the leading global provider of pre-bid contextual suitability and quality solutions for modern marketers, this expanded capability gives access to data providers that offer location-based targeting solutions. It connects marketers to locations that have a high concentration of people that fit in various customer segments. Advertisers can then use these insights to reach those customers across digital channels.

Traditional methods of using cookies and identifiers to target ads and fine-tune messages are meeting resistance. This has caused advertisers to deploy strategies that better respect users’ preferences for more privacy. Contextual advertising is seeing renewed interest because it meets the needs of a privacy-safe digital advertising ecosystem.

“Now is the time for marketers to shift away from cookie-based tactics that were commonplace in digital advertising for two decades. Peer39 is responding with a unique way of deriving a picture of customers based on the context of location and time,” said Ian Trider, VP of RTB platform operations, Basis Technologies. “Basis Technologies and Peer39 are aligned in helping agencies and brands connect with the right customers in an efficient and effective way while protecting their privacy.”

“As the ad industry deals with the upcoming loss of the cookie, it’s critical that advertisers learn about the signals that will survive, as well as how to creatively use those to reach their audience,” said Mario Diez, CEO of Peer39. “Programmatic advertising will remain a viable way to engage with customers and prospects, provided advertisers have greater access to future-proof signals. Basis Technologies’ decision to increase its cookieless offering with geo-targeting segments opens the door for targeted messages, at scale, without the use of cookies.”

Peer39 is a provider of keyword, contextual, and brand safety solutions. Its location-based contextual targeting data determines high probability of audience characteristics based on geography and, when appropriate, other factors such as time of day or weather. Within Basis, marketers pick audience segments to target and can then serve them ads on any digital device by targeting U.S. locations where there is high likelihood to find that type of audience. Capabilities to find people in regions outside of U.S. will be added later this year. The data segments are a cost-effective, cookieless methodology for targeting audiences.

Basis capabilities include ad buying via programmatic, vendor-direct, search and social. The platform’s nucleus is a top-rated omnichannel DSP complete with programmatic guaranteed and private marketplace deals.

Peer39 helps brands and advertisers access safe, high quality, and contextually relevant inventory at scale. It surfaces a large set of global identity-free signals to ensure contextual relevance and quality environments for digital ad campaigns. Peer39 pioneered a holistic approach to contextual pre-bid ad
targeting that analyzes digital environments beyond keywords and phrases, and looks at the relationships between words, sentences, sentiment, and meaning.

Peer39’s Contextual Data Marketplace launched in 2021 to meet the growing advertiser demand for new and emerging data suppliers. The marketplace now offers marketers the largest selection of cookie-free data providers, helping to modernize brand responsibility, safety, and suitability.

About Basis Technologies

Basis Technologies (https://basis.com) is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising functions within enterprises. Its SaaS platform is composed of a suite of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. The technology provides a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Basis’ platform creates a single system of record, seamless team collaboration, and actionable data-driven insights yielding material gains in productivity and increased profitability for users. Headquartered in Chicago with offices servicing North America, South America, and Europe, Basis Technologies has received numerous accolades for its commitment to employees and workplace culture. Learn more at https://basis.com.

About Peer39

Peer39 is an independent data company that provides the largest data set available in the digital advertising ecosystem. Every day, the industry's leading brands, agencies, and publishers trust Peer39's AI-powered semantic analysis engine to provide a holistic understanding of page content, meaning, and sentiment. We do this by analyzing the relationship between words on a page, the content of a video, or in an app, ensuring appropriate classification. As people's time and attention become more fragmented, Peer39 believes that to succeed, you need as much contextual understanding of your audience as possible. We believe that it's as much about the digital environment as it is about the physical environment. Only then can you deliver the right ad to the right user in the right context.

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Anthony Loredo



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