Peer39
Encyclopedia
Peer39, Inc. is an online semantic advertising
company based in New York City
, with research and development facilities in Israel
. Peer39 claims to improve the relevance of advertising on Internet publisher websites. Peer39 has developed proprietary semantic advertising
technology that provides page level intelligence that matches online ads to content. Peer39 does not use cookies or web beacons in deriving their attributes.
The company uses its technology to analyze web pages and return attributes that determine what each page is about. They then classify these attributes into three channels: quality, safety and category. These attributes work together to define the meaning of a page. Peer39 can be used to target away from various types of content such as unverified content, unaligned content that doesn’t match the advertiser’s message, and objectionable content which includes web pages that contain negative or mature sentiment. In early 2011, Peer39 said it was analyzing 47 billion pages a month.
In April 2011, Peer39 partnered with MediaMath. Peer39 has begun to integrate real-time capabilities into TerminalOne, MediaMath's Demand Side Platform
(DSP). This allows buyers to buy audience data, and also understand the content on a page when buying and bidding for space in real time
across all sources of available inventory on publisher sites.
, Evergreen Venture Parters, JPMorgan, Dawntreader Ventures, and Silicon Valley Bank. Members of the company’s advisory board include David Rosenblatt, former President of Display Advertising at Google
; Gordon Crovitz, a former publisher of the Wall Street Journal and executive vice president of Dow Jones & Company
; and Eytan Elbaz, a founding member of Applied Semantics
. Peer39 was founded by Amiad Solomon. Prior to founding Peer39, Solomon was a sales and business development executive at IDX (acquired by GE
). Andy Ellenthal, a former CEO of quadrantONE, joined Peer39 as CEO in April 2010.
venture organization ‘AlwaysOn’ as one of the top 250 private technology companies in the world. Subsequently, AlwaysOn selected Peer39 for its 2009 OnMedia 100 List. In July 2010, Peer39 became a Finalist for the 2010 Red Herring magazine 100 North America Award and was named to Lead411's New York City
Hot 125.
Semantic advertising
Semantic advertising applies semantic technologies to online advertising solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure that the web page contains the...
company based in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
, with research and development facilities in Israel
Israel
The State of Israel is a parliamentary republic located in the Middle East, along the eastern shore of the Mediterranean Sea...
. Peer39 claims to improve the relevance of advertising on Internet publisher websites. Peer39 has developed proprietary semantic advertising
Semantic advertising
Semantic advertising applies semantic technologies to online advertising solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure that the web page contains the...
technology that provides page level intelligence that matches online ads to content. Peer39 does not use cookies or web beacons in deriving their attributes.
The company uses its technology to analyze web pages and return attributes that determine what each page is about. They then classify these attributes into three channels: quality, safety and category. These attributes work together to define the meaning of a page. Peer39 can be used to target away from various types of content such as unverified content, unaligned content that doesn’t match the advertiser’s message, and objectionable content which includes web pages that contain negative or mature sentiment. In early 2011, Peer39 said it was analyzing 47 billion pages a month.
In April 2011, Peer39 partnered with MediaMath. Peer39 has begun to integrate real-time capabilities into TerminalOne, MediaMath's Demand Side Platform
Demand Side Platform
A demand-side platform is a system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the...
(DSP). This allows buyers to buy audience data, and also understand the content on a page when buying and bidding for space in real time
Sell Side Platform
A Sell-Side Platform – is a technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximize revenue from digital media. As such they offer an efficient, automated and secure way to tap into the different sources of advertising income that are...
across all sources of available inventory on publisher sites.
Founders and Financing
Peer39 was founded in early 2006. The company has raised venture financing from Canaan PartnersCanaan Partners
Canaan Partners is a multi-billion dollar global venture capital firm focusing on investments in early stage companies in the technology and healthcare sectors....
, Evergreen Venture Parters, JPMorgan, Dawntreader Ventures, and Silicon Valley Bank. Members of the company’s advisory board include David Rosenblatt, former President of Display Advertising at Google
Google
Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
; Gordon Crovitz, a former publisher of the Wall Street Journal and executive vice president of Dow Jones & Company
Dow Jones & Company
Dow Jones & Company is an American publishing and financial information firm.The company was founded in 1882 by three reporters: Charles Dow, Edward Jones, and Charles Bergstresser. Like The New York Times and the Washington Post, the company was in recent years publicly traded but privately...
; and Eytan Elbaz, a founding member of Applied Semantics
Applied Semantics
Applied Semantics is the study and application of semantics which have many uses, e.g. advertising, text analysis, web traffic of search engines, web page rankings, and the indexation of words.Applied Semantics is also the name of a company....
. Peer39 was founded by Amiad Solomon. Prior to founding Peer39, Solomon was a sales and business development executive at IDX (acquired by GE
Gê
Gê are the people who spoke Ge languages of the northern South American Caribbean coast and Brazil. In Brazil the Gê were found in Rio de Janeiro, Minas Gerais, Bahia, Piaui, Mato Grosso, Goias, Tocantins, Maranhão, and as far south as Paraguay....
). Andy Ellenthal, a former CEO of quadrantONE, joined Peer39 as CEO in April 2010.
Recognition Received
In July 2008, Peer39 was named one of Ten Web Startups to Watch by the MIT Technology Review. Also in July 2008, the company was chosen by the Silicon ValleySilicon Valley
Silicon Valley is a term which refers to the southern part of the San Francisco Bay Area in Northern California in the United States. The region is home to many of the world's largest technology corporations...
venture organization ‘AlwaysOn’ as one of the top 250 private technology companies in the world. Subsequently, AlwaysOn selected Peer39 for its 2009 OnMedia 100 List. In July 2010, Peer39 became a Finalist for the 2010 Red Herring magazine 100 North America Award and was named to Lead411's New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
Hot 125.