Emily Tan
Oct 26, 2017

Mediamath and Grapeshot team up to promise pre-bid brand safety

The integration also provides predictive keyword targeting as well as real-time contextual targeting tool.

Mediamath and Grapeshot team up to promise pre-bid brand safety

Mediamath has integrated Grapeshot to offer its 7,000 plus brand clients the ability to determine brand safety ahead of bidding and serving an ad.

Grapeshot's solution claims to crawl more than 7.5 billion pages to identify "brand unsafe" environments before an ad is served.

The offering will allow Mediamath's advertisers to ensure their brand values and performance objectives are aligned before the media commitment is made, John Snyder, Grapeshot’s chief executive, said.

The integration is part of Mediamath's response to the concerns expressed by marketers around brand safety within a programmatic environment, John Van Antwerp, product manager at MediaMath, explained.

The programmatic player has also recently launched Curated Market, within which it guarantees high-quality and brand-safe inventory and has jumped onboard with IAB's Ads.txt initiative.

The Grapeshot integration also provides predictive keyword targeting as well as real-time contextual targeting tool.

This initiative will also contribute towards Mediamath's preparation for GDPR as Grapeshot's contextual capabilities sidesteps the need for cookies.

Source:
Campaign UK

Related Articles

Just Published

3 hours ago

How Hyundai Genesis responded when Tiger Woods ...

The brand’s PR team is stressing transparency about its safety features.

3 hours ago

Why brands should take note of Twitter's 'Super ...

The new direction Twitter is going in illustrates the growing power of creators in social media.

3 hours ago

Airbnb slashes spend in permanent shift from ...

CEO describes move as 'very important'.

3 hours ago

Instagram boosts interaction with Live Rooms

The Facebook-owned network's move follows Twitter’s launch of Spaces.