Grapeshot’s Contextual Intelligence will bolster the company’s brand safety program
May 2, 2018, Boston, MA — dataxu®, the leading provider of programmatic marketing software for marketing professionals and media companies, announced today the launch of its enhanced Omnichannel Contextual Suite, powered by Contextual Intelligence leader Grapeshot. Available globally through dataxu’s TouchPointTM demand-side platform, the Contextual Suite includes brand safety measures, contextual pre-bid targeting, and custom keyword targeting.
As the GDPR comes into effect on May 25, agencies and advertisers are seeking new ways reach consumers with new restrictions in place around the use of third-party data and cookie-based targeting. According to recent findings from dataxu and Sapio Research, more than 40 percent of EU agencies and brands surveyed are worried about collecting consumer information after GDPR takes effect. The dataxu-Grapeshot integration helps dataxu customers achieve GDPR compliance as they continue to apply relevant and scalable targeting to their digital campaigns.
dataxu customers gain new access to a rapidly scaling suite of Contextual Intelligence solutions, including individual page level URL categorization and custom brand safety. Grapeshot’s platform crawls more than seven billion pages per day, offering partners the ability to identify safe and unsafe content before an ad is served. Grapeshot’s Contextual Intelligence combined with dataxu’s platform enables agencies and advertisers to reach their desired audience across all devices, including TV.
“By integrating Grapeshot’s capabilities into TouchPoint globally, dataxu is committing to best-in-class custom brand protection and contextual relevance for its brand and agency customers,” said Ryan McBride, VP Platform Partnerships, Grapeshot. “We’re excited to extend Grapeshot’s offering to dataxu’s customers, who will now benefit from the innovation and advances of two industry leaders.”
Grapeshot adds the following features to dataxu’s Contextual Suite, creating unparalleled protection for agencies, advertisers and media companies:
- Contextual checks, with data refreshed every 15 minutes to ensure that media professionals’ campaign strategies will keep pace with the dynamic digital world
- Custom keyword sets, facilitating micro-targeting and anti-targeting around specific content, giving marketing professionals better campaign control over which content they are serving against
In 2015, dataxu was the first programmatic software provider in the industry to launch a fraud-free guarantee, which has saved its customers more than $80 million since its implementation. In 2017, dataxu launched its Validated Inventory Marketplace, a curated selection of verified inventory from publishers and their authorized resellers.
“Along with scalable AI and cutting-edge TV solutions, dataxu has always been known for its strong brand safety and fraud protection capabilities,” said Rory Edwards, VP of Marketplace & Corporate Strategy at dataxu. “By partnering with Grapeshot, our customers have even more peace of mind knowing their media investments are protected and going towards working, relevant media.”