AudienceScience Partners With Grapeshot For Global Contextual Targeting

AudienceScience, the programmatic technology that helps advertisers and agencies make the most of their digital ad spend, has partnered with Grapeshot, a global technology company providing tools to navigate advertising and marketing choice, to offer enhanced contextual targeting support at global scale. As a result, advertisers and agencies using the AudienceScience platform can now target web pages and mobile applications in 30 languages based upon the contextual relevancy of a page or app to their brand.

"As media consumption fragments, advertisers are looking for as many signals as possible to help them deliver their messages to their desired audience," said Tim Barnes, chief product officer at AudienceScience. "While many advertisers are making use of behavioural signals, as well as their own first-party data, contextual targeting is another powerful tool that can help them match their ads to the best consumers. Grapeshot's segments will be instrumental in helping advertisers leverage this capability with both scale and precision."

AudienceScience has previously offered contextual targeting capabilities with English language support, using the content of a page or mobile application to decide which ad impressions to purchase. Thanks to Grapeshot's industry-leading contextual targeting data set, AudienceScience customers can now increase the reach and relevancy of their campaigns by delivering ads to consumers in contextually relevant environments around the world. Additionally, advertisers may apply pre-bid contextual targeting classifications across IAB content categories and analyse the performance of their campaigns by targeted contextual categories.

"As an advertising automation leader, AudienceScience delivers precision targeting at scale, across all international markets," said Ryan McBride, VP, Platform Partnerships. "Grapeshot will help AudienceScience provide best in class contextual relevancy and brand safety across all of their clients' global digital marketing initiatives."

In addition to contextual targeting capabilities, Grapeshot also provides AudienceScience customers with brand protection tools, allowing advertisers to blacklist specific keywords and proactively filter out negative keywords associated with a brand.