MediaMath Partners with Peer39 for Alternative to “Blunt” Keyword Blocking

MediaMath Partners with Peer39 for Alternative to “Blunt” Keyword Blocking

While traffic has soared at many news sites during the pandemic, digital advertising has declined as marketers have pulled back on budgets and many are using  keyword blocking to keep their marketing messages away from words mentioning coronavirus or COVID-19.

MediaMath, one of the industry's leading DSP's, is urging marketers not to use "blunt" keyword blocking.

As an alternative, it is using the contextual targeting tools of Peer39 to allow marketers to understand the "sentiment" of content, explains Daniel Sepulveda, SVP for Policy and Advocacy at MediaMath.

Through this alliance, the companies expect to expose 30-35 percent of inventory with the contextual tools versus blunt blocking, he says.

Other companies, including Integral Ad Science, are  utilizing machine learning to allow brands to be more "granular" in applying blocking.

This according to IAS CEO Lisa Utzschneider in this recent interview with Beet.TV