Important: Custom categories are available for pre-bid targeting and in Verification reporting for Peer39 clients only.


Peer39 creates Custom categories to allow for specific and granular custom targeting.

For example, Peer39 created a custom category for a specific airline brand to avoid associations with inappropriate content related to the 9/11 tragedy. The "Custom: Safe from 9/11" category classified pages that did not include 9/11 content.

Peer39 can develop custom categories that align with a brand’s specific needs, for both content targeting and brand safety.

  • For targeting, you can refine an existing category with relevant keywords to improve focus for your message.
  • For safety, you can use custom categories to avoid a specific story, scandal, or subject area that could be damaging to your brand.

Custom categories can include anything from brand marketing to sensitive topics and may be requested when the required category is not already available in your account taxonomy.  

To request a custom category, provide a brief description and URL examples of the content you want to target or avoid. Your account manager will review the request and advise you on how to implement the custom category.

Types of Custom Categories

There are two different types of custom categories.

Keyword-based Custom Category

Keyword-based custom categories are based on a list of keywords provided by the advertiser. Once created, the category will identify pages that include a keyword or phrase from the list within the page’s text. This custom category may be overlaid with an existing semantic category that Peer39 already offers. 

Semantic Custom Category

Semantic custom categories are algorithmically built by Peer39's webology team using unique semantic tools. These categories are built based on the definition that the advertiser defines and are tested to achieve maximal precision and recall. 


We recommend that clients discuss the campaign goals with their account manager to assess which approach suits their needs, while maintaining accuracy and scale. Turnaround time to develop a custom category varies, since it depends on the type of content and the type of custom category.  

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