Contextual targeting
These firms offer contextual targeting, one of the longest-running forms of ad targeting: using page and content signals to serve ads directly next to relevant content. Using the content rather than the audience as a means of targeting has made contextual targeting more attractive in the face of cookie deprecation.
Peer39
Quickly seizing the opportunity three weeks ago, contextual firm Peer39, founded in 2006, used LinkedIn to invite any Grapeshot clients looking to migrate to get in touch, (and for any staffers looking for work to apply).
Peer39 has had hundreds of inbounds across brands, agencies, DSPs and publishers. The vast majority of those conversations have led to transitioning over to using its products, (it wouldn’t say how much revenue this has generated), which include customized brand safety controls, contextual category targeting and post-campaign reporting.
Its CTV contextual solution especially has been a “big opportunity for us and an eye-opener for brands,” said Mario Diaz, CEO of Peer39.
The firm went private in 2019 (after its owner at the time Sizmek, went bankrupt), and hasn’t raised funding since. It works with all the major holding cos but wouldn’t share more specifics or the company headcount.
Pixability
Pixability, founded in 2008, has inked several deals recently focused on connecting YouTube creators of diverse communities with brands and agencies.
It has had over a dozen inbound leads that started coming in two weeks ago, mostly from agencies who know it specializes in YouTube and CTV data. It expects some of these conversations to turn into new business relationships, said CMO Matt Duffy.
“Each request has been different in terms of the type of data required,” said Duffy, “in general, many agencies we’ve spoken to haven’t been happy with Oracle data, have been stuck in the status quo and feel like this has been a good push to switch.”
Pixability has raised a total funding of $28 million through series C funding which closed in 2015, the company said. It has over 100 staffers globally and customers include Google, Coty and Avon.
Zefr
Zefr, which offers brand safety and suitability targeting and measurement on video in walled gardens, was founded in 2008. Over the last few weeks, it’s had inbound leads from five global brands and has been asked by all the holding companies to share how they would augment the migration from Oracle Advertising, said Andrew Serby, chief commercial officer. It’s also had inbounds from non-Oracle Advertising brands seeing this as an opportune time to re-assess their overall brand safety partnerships.
“When [brands] test out the technology of Zefr versus the legacy open web providers, they can see the transparency we provide versus a simple check-the-box number, which helps us differentiate from the legacy companies,” said Serby. “We’re calling this a verification unbundling moment.”
Zefr has raised $65.1 million over eight rounds, the company said. It is profitable and has 200 staffers. Current customers include Mazda, McCain Foods and retailer Marks and Spencer.