In the current climate, issues around privacy have gained more importance than ever before. The use of private data can, in certain circumstances, add value to an end user’s experience, however a number of recent events have cast a spotlight on privacy and how user-data is being used by a range of organisations.
In 2007, MediaMath launched the first platform, TerminalOne, that purchased online ads using real time auctions. Since then the programmatic ecosystem and underlying technologies have grown and flourished such that a decade later in 2017, programmatic display spending reached almost $33 billion globally with 80% of display advertising in the US now being transacted programmatically.
It’s more than 20 years since Bill Gates, predicting an internet tidal wave of opportunity and a new dawn for how we live, work and play, stated: content is king! Just as the broadcasting revolution before it created new industries, such as TV sets, cable manufacturing, around-the-clock advertising and an aggressive, multi-billion-pound fight to win
Smartology is in the business of delivering brand safe, relevant adverts on some of the world’s largest publisher sites. In order to do this, it creates a semantic profile of both publisher and advertiser content then, when a ‘match’ is found, a relevant ad is inserted on the page.
Mark Bembridge summarises the issues faced in the digital marketing industry, with many of them coming to the fore in 2017. He proposes how the industry might move forward and how technology can help win back the trust of the consumer… Mark Bembridge CEO Smartology The full article can be found in our resources… Read more »
Catching the eye of today’s internet-goers is no easy feat. With the constant distractions, pop-ups and notifications that come with modern browsing, it has become trickier than ever to solidify your brand’s message in a convoluted marketplace.
Much has been written about Facebook and Google’s duopoly over the advertising industry. It’s time for a safer, quality and future-ready alternative. In this article, Campaign profiles Smartology and how we are helping to fight back with our semantic contextual platform, SmartMatch. You can read the full article on Campaign.
Recently, big brands woke up to the news that they could unwittingly be funding terrorism through their online ads.