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.