SAN FRANCISCO. Grapeshot launches Grapeshot Keywords App for the AppNexus App Marketplace™
Real-time bidding (RTB) is revolutionizing the way buyers can access large volumes of inventory across a spectrum of websites. Grapeshot will now be available directly in the workflow of display advertising buyers through the Grapeshot Keywords App in the AppNexus App Marketplace™. AppNexus is the world leader in real-time advertising technology, serving the largest and most innovative buyers and sellers of online advertising.
Grapeshot uses collections of keywords to define custom channel segments, liberating the buyer away from fixed white lists of domains, and making sure the pages on which they bid for ads have appropriate conceptual content that match the campaign brief. The use of keywords is akin to search engine targeting, except Grapeshot Keywords works on display advertising, much like an advertorial with strong ad relevance for the consumer user.
Brands can use Grapeshot’s keyword targeting to avoid pages with content dangerous for their brand values, exclude ads on pages with negative news content and target just those page contexts highly relevant to their target audiences. For example, travel brands advertising cruise holidays wish to avoid pages about the Costa Concordia tragedy in Italy. Banking brands wish to target mortgage and other financial contexts, but avoid content on banker bonuses and taxpayer bailouts.
The Grapeshot Keywords App has simple drag and drop tools to build clouds of targeting keywords. Since Grapeshot Keywords inspects every URL of every bid passed through the AppNexus platform to assess page context, the app also seamlessly shows buyers the exact URLs and domains their new custom channel would match on AppNexus – delivering a huge increase in transparency for the buyer.
“We looked at many platforms for our first integration of the Grapeshot Keywords buy-side tool, and found AppNexus to be an excellent technology partner for our strong engineering team based in Cambridge, UK”, says John Snyder, Grapeshot CEO. “The buy-side appetite for assessing AppNexus bids on the context of the page has taken us quite by surprise. Buyers can pre-screen the bid before they buy it.”
“Grapeshot has dominance in the UK publisher market, where the sell-side packages up premium value channels for direct sales. Our platform has recently been been taken up by the buy-side trading desks who need to find safe content that is contextually relevant on RTB platforms. The ability to find millions of daily bid impressions that satisfy a custom target set of keywords, means buyers can use keywords strategies for display, much like the SEO industry kicked off in search. Finding relevant contexts at good bid prices can transform the performance of each campaign.”
The Grapeshot Keywords App is free to existing Grapeshot customers on the AppNexus platform. New customers need to register first.
Grapeshot technology works by analysing the editorial content that a reader is looking at on a website and serving an ad that is contextually relevant to that content. Targeting readers at a moment when they are interested in the subject of the ad, results in significantly improved levels of engagement, without the need to track users across the web.
Grapeshot specializes in real time automatic contextual and user keyword retargeting. Grapeshot’s unique and sophisticated search algorithms developed at Cambridge University give online publishers and media buyers the opportunity to sell or buy relevant inventory. Grapeshot has solutions for display advertising, ecommerce and editorial infrastructure projects. Current customers include: Mail Online, Reuters, IPC Media, Johnston Press, Trinity Mirror, Virgin Media, Glam Media and Xaxis.
Grapeshot delivers contextual solutions across major US, UK and European markets in twelve European languages.