The Grapeshot Keywords app previously available only inside the AppNexus platform is today launched to a wider RTB audience at DMEXCO Cologne. Over 50 pioneers in RTB including Xaxis, Adconion and MediaIQ use the app for precision keyword targeting of display advertising inventory, in real-time. The app has quickly become one of the most used apps inside the AppNexus App Marketplace.
Grapeshot Keywords provides transparency on what inventory a buyer can target on RTB, based on sets of keywords found in each page of the bid stream. Now Grapeshot is taking that concept of transparency and applying it to its own Keywords product, putting it on show for the wider display-advertising community at DMEXCO 2012 in Cologne.
Grapeshot Keywords was one of the new Apps launched in April 2012 when AppNexus launched a second wave of Apps inside its revolutionary AppNexus Marketplace. The App Marketplace gives console users access to a wide range of third-party data suppliers and creative design and diagnostic tools, all within the workflow of the AppNexus platform.
‘We are delighted to have been adopted so rapidly within just a few months of launch. We have had installations by AppNexus buyer and seller clients from across both Europe and the USA. The App Marketplace has been an excellent way to showcase our keyword-contextual targeting tool to AppNexus clients who have now become customers as well’, says John Snyder, CEO of Grapeshot.
‘It is easy to get installed, but what really matters is repeated use, by customers who use our Grapeshot Keywords App day-in and day-out to buy or sell inventory with keyword precision on AppNexus RTB. We’re gratified to see such rapid adoption via the AppNexus platform.’
The Grapeshot Keywords App allows each campaign to use positive and negative keywords targeting the contexts which resonate with a brand whilst avoiding any specific toxic content which could damage it. A banking brand needs to avoid contexts around bank scandals and bankers’ bonuses, for example, whilst an auto brand needs to avoid police or car-crash contexts. Precision keyword-contextual targeting allows the brand to buy safe inventory at scale on RTB platforms – reliably finding those contexts which perform for the brand and increase the economic efficiency of the overall campaign.
‘Whilst the USA is leading the use of RTB, we are delighted as a European contextual provider to be showcasing Grapeshot Keywords outside the AppNexus App Marketplace for which it was initially developed’, concludes John Snyder.
Grapeshot provides next-generation keyword-contextual technology, for deep precision targeting and brand safety based on collections of keywords. Over 50 pioneers in the online advertising industry use Grapeshot to underpin their buying and selling, including Xaxis, Glam Media, Mail Online, Thomson Reuters, Yell, IPC Media, Telegraph Media Group, Adconion and Microsoft’s Mi9.