SOURCE: Peer39


April 25, 2011 07:00 ET

Semantic Advertising Leader Peer39 Expands Executive and Sales Teams

New Vice President of Finance From DoubleVerify, Senior Director of Agency Sales From MediaMath, and Business Development Manager From PointRoll Join New York Headquarters

NEW YORK, NY--(Marketwire - Apr 25, 2011) - Peer39, a leader in the semantic advertising industry, today announced three key additions to its New York headquarters. Ronit Dvir-Bacalu will join Peer39 as vice president of finance from online ad verification company DoubleVerify. Ross Sandler joins as senior director of agency sales from MediaMath, and finally, Erik Johnson joins the team as business development manager from PointRoll.

Ronit Dvir-Bacalu was vice president of finance at DoubleVerify, where she was in charge of the domestic and international accounting management of the company. Prior to DoubleVerify, Dvir-Bacalu held the same role at AFI-USA and served as audit manager and senior auditor at PricewaterhouseCoopers LLP in New York and in Tel Aviv. Dvir-Bacalu has more than 12 years of finance and accounting experience and is an alumna of the College of Management in Israel.

With more than 12 years of digital advertising experience, Ross Sandler will be charged with overseeing relationships with trading desks, agencies and marketers at Peer39. Most recently Sandler was at MediaMath where he initiated and built relationships with the industry's largest agencies and marketers. Prior to his tenure at MediaMath, Ross held a number of sales and management roles at DoubleClick, Revenue Science and PointRoll.

Erik Johnson comes to Peer39 with multiple years of experience in the advertising industry. He was most recently at PointRoll where he served in several roles including the channel development manager. In this role he worked with key publishers to drive rich media partnership growth.

"Demand for our page-level intelligence continues to grow as brands see more success from the scale, efficiencies and effectiveness of our semantic targeting technology," said Andy Ellenthal, CEO of Peer39. "Given our strategic partnerships and traction in the online advertising space, Peer39 will continue responding to our fast market adoption by adding industry professionals who share our vision for creating a new, innovative form of online advertising. We're excited to bring on these three seasoned executives to help us continue to build our New York headquarters."

Peer39 helps advertisers define and control the environment in which their ads appear by analyzing pages across multiple websites and providing data on the quality, safety, and category of each page. These attributes work together to define the true meaning of a page, allowing advertisers to select only the right ones for their brand and message.

About Peer39
Peer39 has developed proprietary semantic advertising technology that provides page level intelligence that accurately and efficiently matches online ads to content. The company's patented natural language processing and machine learning algorithms are able to derive Quality, Safety, Language, and Category attributes from web pages, thus empowering networks, exchanges, publishers, SSPs, DSPs and emerging advertising platforms to boost monetization. By processing tens of thousands of URLs per second and enabling over 3 billion ad requests daily, Peer39 provides a cookie-less data solution built to address the real-time needs of today's online advertising ecosystem. Headquartered in New York City, Peer39 maintains a research and development center in Israel. Peer39 Labs conducts primary research in semantic analysis and targeting technologies resulting in numerous patents covering its technology and business practices. Peer39 is a member of the Interactive Advertising Bureau, the Council for Accountable Advertising, and is an OnMedia Top 100 winner and was chosen by MIT's Technology Review as one of 10 Web Startups to Watch. For more information, please visit or follow us on Twitter at @SemanticizeMe.

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