Grapeshot, an online brand safety specialist, has partnered with the programmatic marketing platform, MediaMath.
The deal has enabled MediaMath to integrate Grapeshot’s contextual, pre-bid products onto its advertising platform, making it safer for brands to operate online.
Grapeshot’s technology crawls more than seven and a half billion web pages, offering partners the ability to identify ‘brand unsafe’ environments before the ad is served.
“We are excited to partner with MediaMath to jointly provide brand safety and pre-bid solutions to MediaMath’s customers,” said John Snyder, Grapeshot’s CEO.
“With Grapeshot, MediaMath’s advertisers can be confident their brand values and performance objectives are aligned before the media commitment is made.”
According to the CMO Council, 78% of marketers believe that their brand reputation has been harmed by unintended ad placement next to inappropriate ads.
“Brand safety is critical for today’s marketers and is an integral part of MediaMath’s supply chain,” said John Van Antwerp, product manager at MediaMath.
“We are excited to offer Grapeshot’s portfolio of pre-bid products in keeping with our commitment to providing choice and driving real business outcomes.”
Meanwhile, as a contextual and cookie-less provider, the integration of Grapeshot’s pre-bid products is timely given the EU’s upcoming General Data Protection Regulation (GDPR), which is set to significantly tighten up the rules around cookie-based tracking.
