The company uses its technology to analyze web pages and return attributes that determine what each page is about. They then classify these attributes into three channels: quality, safety and category. These attributes work together to define the meaning of a page. Peer39 can be used to target away from various types of content such as unverified content, unaligned content that doesn’t match the advertiser’s message, and objectionable content which includes web pages that contain negative or mature sentiment. In early 2011, Peer39 said it was analyzing 47 billion pages a month.
In April 2011, Peer39 partnered with MediaMath. Peer39 has begun to integrate real-time capabilities into TerminalOne, MediaMath's Demand Side Platform (DSP). This allows buyers to buy audience data, and also understand the content on a page when buying and bidding for space in real time across all sources of available inventory on publisher sites.