米3大SSP(サプライサイドプラットフォーム)の一角を担うPubMaticが、ドイツのProximicと連携してコンテンツターゲティングを提供していくそうです。
Proximicは、以前はAdSenceキラーとも呼ばれていたコンテンツ連動型企業でしたが、最近はデータアグリゲーターとして例のカオスマップに乗っているようです。
コンテンツ連動広告でAdSenseに勝負を挑むのはハードルが高いので、コンテンツ解析技術を今はオーディエンスターゲティング用のデータとして活用しているといった形でしょうか？

恐らく、PubMaticはその技術をSSPの中に取り入れていくことでメディアの広告収益を最大化していくといったところでしょう。
「サイトターゲティング」→「コンテンツターゲティング」→「オーディエンスターゲティング」というのが大枠のトレンドの流れですが、それらは相反する概念ではなくコンテンツターゲティングの技術をオーディエンスターゲティングにも活用できるといった好例ですかね。

----------以下引用-------------

Proximic and PubMatic Team-up to Give Publishers and Advertisers Comprehensive Contextual Targeting and Brand Protection Capabilities

Proximic page-level data helps surface quality inventory across PubMatic. Advertising and demand partners gain increased confidence on contextually relevant ad placements with PubMatic Publishers.

Palo Alto, CA (PRWEB) April 11, 2011 —

Proximic, an innovator of rich, precision Contextual Data, Brand Protection Data, and Audience Interest Data services for demand-side partners and publisher networks, announced today the integration of its dynamic contextual technology with PubMatic, a provider of real-time optimization technologies for online publishers. The collaboration gives PubMatic's network of online publishers and demand side partners access to Proximic's highly granular data sets to improve inventory differentiation and ad targeting.

Proximic's powerful real-time, page-level contextualization engine will supply PubMatic partners with precision Contextual Data about their web pages to enhance targeted advertising placements. Additionally, publishers and demand side partners will have access to Proximic's sophisticated Brand Protection Data, ensuring that brand advertising is delivered within the right context.

“Publishers with quality inventory want to be able to differentiate their inventory and present it to as many high-value buyers as possible,” said Philipp Pieper, CEO of Proximic. ”RTB inventory buying is dependent on accurate data about what inventory media buyers are bidding on. Proximic's data, when combined with PubMatic's platform, allows demand partners to differentiate premium inventory from the rest, which increases overall yield for connected publishers. Everybody wins.”

“A challenge for our publisher clients is being able to increase the value of ad inventory while improving interaction with the demand side in a more efficient, and safe manner,” said Josh Wetzel, VP, Business Development, PubMatic. “With Proximic, the industry leader in the development of next generation contextual based technologies, we can quickly build tools for the market through comprehensive contextual and brand protection data solutions that better serve our publishers and advertisers on the PubMatic platform. Proximic's trusted and scalable solutions allow us to construct extensive information about our publisher's inventory with a high degree of actionable data the demand side appreciates, ultimately lifting campaign performances and ad revenues.”

About PubMatic


PubMatic: (http://www.PubMatic.com) PubMatic's Sell Side Platform provides premium publishers one platform with the technology and services needed to earn the most ad revenue possible while protecting their brands online. Some of the world's most respected publishers have chosen to work with PubMatic, including The Huffington Post, eBay, United Online, MSNBC, TV Guide, and the majority of the comScore Top 10.

PubMatic is privately held, backed by funding from Draper Fisher Jurvetson, Nexus Venture Partners, and Helion Ventures, and has seven offices around the world in the US, Europe, and Asia.

About Proximic


Proximic is a leading provider of Contextual Data, Brand Protection Data, and Audience Interest Data Services for online advertising and publisher networks. Combining non-linguistic contextual profiling technologies, Proximic's unique page-level technology platform enables advertising networks, agencies, DSPs, and publisher networks to confidently identify better ad matches across highly granular topical interests in real-time. Proximic is a privately funded company based in Palo Alto, California and backed by a successful group of investors, including Wellington Partners and the Holtzbrinck Group. For more information, visit http://www.proximic.com or watch ”Proximic in 125 Seconds” at http://www.bit.ly/px_in125sec.

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