| Type | Corporation |
|---|---|
| Industry |
Online Advertising |
| Founded | 2006 |
| Founder(s) | Amiad Solomon |
| Headquarters | , New York, NY Petah Tikva, Israel (R&D Center) |
| Key people |
Andy Ellenthal - CEO |
| Products | Channels, Brand Protection, Knowledge Base |
| Employees | 50[1] |
| Website | http://www.peer39.com |
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.[2] Peer39 does not use cookies or web beacons in deriving their attributes.[3]
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.[4] 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.[5] In early 2011, Peer39 said it was analyzing 47 billion pages a month.[6]
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.[7]
Contents |
Peer39 was founded in early 2006. The company has raised venture financing from Canaan Partners, Evergreen Venture Parters, JPMorgan, Dawntreader Ventures, and Silicon Valley Bank.[8] 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.[9]
In July 2008, Peer39 was named one of Ten Web Startups to Watch[10] by the MIT Technology Review. Also in July 2008, the company was chosen by the Silicon Valley venture organization ‘AlwaysOn’ as one of the top 250 private technology companies in the world.[11] Subsequently, AlwaysOn selected Peer39 for its 2009 OnMedia 100 List.[12] In July 2010, Peer39 became a Finalist for the 2010 Red Herring magazine 100 North America Award[13] and was named to Lead411's New York City Hot 125.[14]