Grapeshot and MediaMath Announce Global Integration to Meet Demand for Prebid Contextual Targeting

Posted by IAB Australia On November 02, 2017

Brand safety is top of mind for marketers today, with 78 percent reporting that their brand reputation has been harmed in the past by “unintended” ad placement adjacent to inappropriate content (CMO Council). Grapeshot’s cutting-edge solution crawls more than seven and a half billion pages at page level, offering partners the ability to identify ‘brand unsafe’ environments before the ad is served. This helps drive reach, reduce wastage and limit risk for the company’s 7,000+ brand clients.

“We are excited to partner with MediaMath to jointly provide a world-class contextually-powered brand safety and contextual prebid solutions to MediaMath’s customers,” said John Snyder, Grapeshot CEO. “With Grapeshot, MediaMath’s advertisers can be confident their brand values and performance objectives are aligned before the media commitment is made.”

“Brand safety is critical for today’s marketers and is an integral part of MediaMath’s supply chain,” said John Van Antwerp, product manager at MediaMath. “Along with MediaMath Curated Market and our recently announced rollout of the IAB’s Ads.txt initiative, we are excited to offer Grapeshot’s entire portfolio of contextual prebid products in keeping with our commitment to providing choice and driving real business outcomes.”

Grapeshot also provides advanced predictive keyword targeting, a dynamic contextual targeting and content listening tool that offers greater scale and real-time relevance through the early identification of trending topics.

And as a leading contextual, cookie-less provider, the integration of Grapeshot’s prebid products is timely given the EU’s upcoming General Data Protection Regulation (GDPR), which is set to significantly tighten up the rules around cookie-based tracking.

The Grapeshot-provided solutions available across mobile and desktop include:

  • Customized Contextual Targeting – Prebid audience qualification across 31 standard language segments and 171 customizable.  
  • Custom Keyword Blacklisting and Brand Safety — brand-customizable segments ensuring complete control and transparency at a prebid page level for maximum scale in a brand-safe environment
  • Predictive Targeting — Real-time, online content listening and dynamic contextual targeting allowing the discovery of new audiences and trending topics to deliver greater scale
  • Campaign Analytics – Keyword and line-item level, platform-agnostic insights and performance metrics 

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.