Mobext has been using the Peer39 data to make contextual buys for a number of clients, including Hyundai, Emirates Air and H&M.
It’s against Emirates policy, for example, for its ads to show up near content related to alcohol. And when H&M advertises in Switzerland – a country with three different official spoken languages (French, Italian and German) – Mobext needs to make sure campaigns are delivered in the right vernacular.
It’s a bit like creating a private marketplace of sorts on the fly without choosing specific publishers from the get-go.
“We use it for brands that want to leverage programmatic and audience planning without being linked to specific publishers,” said Marco Rigon, global head of Mobext. “It make sense to be able to address audiences wherever they are – just because I’m a businessperson, for example, doesn’t mean I’m not playing 'Candy Crush' – but brands also don’t want to be be completely out of control.”
Which is a common misconception about programmatic, Rigon said – that safety goes out the window on the open exchange.
“Mobile is still consolidating, so we need to be very cautious about where we place ads,” Rigon said. “But we’re also trying to help brands understand that going programmatic doesn’t mean you’re forgetting about the need to be in precise, pure and targeted environments.”
The integration of StrikeAd into Sizmek’s overall stack is slated to be complete by early June.