Dive Brief: 

• Keyword data firm Grapeshot is hoping to offer advertisers new keyword targeting technology aimed at display ads rather than search. 
• This type of targeted keyword data, which Google holds a type of monopoly over in search, is what Grapeshot has been attempting to interject into real-time bidding campaigns through exchanges like AppNexus and Turn. 
• A new Grapeshot product, Datashot, offers the technology for agencies to use keyword targeting within their own first-party data. 

Dive Insight: 

With so few firms holding the power when it comes to data, a product like Datashot could really put some control back into the hands of agencies and brands. Empowering companies to take advantage of their own first-party data could really benefit advertising campaigns in the future. In the cookie-less world we might be facing, these brands would have another option than having to use the first-party data from mega companies like Facebook, Google, Apple and Yahoo.