Opens Programmatic Page-Level Ad Targeting To Other Brand Categories
NEW YORK – Bringing to other ad categories the cookie-free, programmatic, contextual ad targeting it pioneered for privacy-pressed pharmaceutical brands, Precision Health Media has rebranded as PageScience. Concurrently, the company’s page-level ConditionMatch™ technology has been renamed PageMatch™.
“Online advertising began with contextual targeting, but because brands could match content only by sites or sections, behavioral targeting – and its bothersome tracking cookies — became dominant,” noted PageScience CEO Bill Jennings. “Working with regulated pharmaceuticals, who shunned behavioral ads due to consumer privacy concerns, we’ve spent years perfecting the matching of advertisers and specific content on a page-by-page basis. More recently, when we began doing this programmatically, brands from non-health categories began approaching us. As a result, PageScience is now proud to launch our next-generation contextual targeting to select additional ad categories. Our Precision Health Channel will stay fully up and running for the pharma industry.”
Jennings cited financial, auto and consumer electronics as other brand categories where – as was the case with health – “the content of a page is very relevant and consumers are in research mode, so ad messages have great value in context.”
In the health category, PageScience will continue to operate under the Precision Health Media name.
“The PageScience platform is based on a massive data warehouse of URLs prioritized by historical performance, viewability, and other data inputs,” explained Jeff Marcus, PageScience CTO “We are now able to identify selected pages that are of high interest to brands among billions of transactions a day and bid on particular pages in milliseconds as they appear in exchanges.”
PageScience advisory board member Tim Hanlon, founder and CEO of The Vertere Group, stated, “The evolution of exchanges with high-quality inventory creates a significant opportunity to buy and optimize advertising at the page level – a targeting environment far more compelling than that of more-generic site-level offerings. The PageScience platform gives marketers a highly scalable way to reach consumers contextually ‘in the moment’ as they lean forward to learn more about complicated and personal topics such as financial products, automobile models, or health conditions.”
New York-based PageScience, formerly Precision Health Media, is backed by Metamorphic Ventures, Cava Capital and several individual investors including Mike Perlis (CEO Forbes), Rick Thompson/Larry Braitman (Founders Adify, Flycast), Joe Apprendi (Founder Collective), Richard Forman (Health Venture Group), Geoff Judge (Partner iNovia), Bill Benedict (Alpine Meridian), Chris Young (Founder Digital Broadcasting Group).
PageScience’s PageMatch™ scores pages based on historical performance and other inputs across a private marketplace that delivers high-performing pages programmatically via partnerships with AppNexus and other leading ad exchanges.