by Tobi Elkin @tobielkin, March 17, 2017

Programmatic creative tech platform Spongecell on Friday said it’s integrating Grapeshot’s vertical-specific keyword targeting technology. The partnership aims to offer advertisers the ability to serve the most relevant creative ad units based on the Web page content consumers engage with in real time.

Spongecell said personalized marketing at scale is more possible with the release last year of the Interactive Advertising Bureau’s (IAB) Dynamic Content Ad Standard.

“The integration of Grapeshot’s word ranking technology into Spongecell’s programmatic creative platform is the next step in the evolution of personal marketing,” Spongecell CEO Ben Kartzman told Real-Time Daily via email. “It enhances advertiser targeting and engagement by offering brands and their agencies an additional layer to the real-time consumer feedback loop, while offering publishers a way to stand out by offering the most compelling content.”

Spongecell said agencies that use real-time, dynamic data to personalize ads can enjoy lifts in campaign performance. For example, with page-level keywords, an advertiser can craft its targets beyond general sports enthusiasts to distinguish between cricket and ice hockey fans.

MediaPost.com: Search Marketing Daily

(42)