The Rise Of The Ad Tech App EcoSystem Series: Grapeshot Discusses Its Keywords App & Multi-platform Approach

In its second piece on the rise of the ad tech app ecosystem, ExchangeWire speaks to another European player building a buy-side app that can be run across multiple platform partners. Here CEO John Snyder discusses the Grapeshot app in more detail and its approach to building on the pipes of the new programmatic eco-system.
What is the app? How does it work?
Grapeshot Keywords was launched in April 2012 on AppNexus App Marketplace and quickly had 50+ buy-side customers using positive and negative keywords to target and avoid certain pages in the AppNexus bid stream. Over 12 billion ads a day have the actual pages analysed by Grapeshot, with each page profiled at the raw keyword level. Grapeshot channels are also defined by keywords, giving the power for customers to craft their own keyword sets for each brand – and opening up full transparency of how segments are defined. The app also shows matching inventory – the type of pages in which your campaign will run – for each channel.
We believe the transparency and safety of using keywords is the tipping point for getting more brand spend on RTB – as brands have always had keywords defining their needs. Showing the keywords which define standard or custom channels, as well as the matching inventory wins customer confidence. It is what RTB needs to get those brand dollars coming over to RTB.
Who would be a typical user?
Trading desks and RTB exchange specialists who want to create proprietary segments tuned to their Brand. Toyota may need “hybrid, environment, climate change” and other keyword contexts, but also to avoid pages about “crash, battery recall, accident”. Banks need to find credit cards and mortgages but avoid contexts around bankers’ bonuses, fraud etc. Each brand has specific keyword needs – to target, as well as to avoid toxic contexts.
What does the product solve?
Programmatic buying is beset with manual processes, like white-lists. Serving a bank brand into white list content like New York Times where the article is about excessive bank bonuses and libor-rate fixing is just not adequate. Brands need to access the long-tail in a safe and targeted way. Context has always been the motherhood of traditional advertising, and RTB should be no different. Grapeshot makes it easy to isolate brand relevant contexts that are safe and performing.
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