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.

We have created a new section on www.smartology.net to house all of our thought leadership, research and white papers.

Summary General Data Protection Regulation (GDPR) is a new regulation that will be legally enforceable across all EU member states on 25th May 2018 and is created to replace the current directive to give protection to individuals on the processing of their personal data.

Smartology are proud to announce it’s now an associate member of the World media group. To date, members of the World Media Group, a strategic alliance of organisations who are committed to promoting award winning journalism and the role of international media, have comprised only global media brands such as The Washington Post,

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

The engineering team at Smartology consists of software and systems engineers and the CTO, all based in Southwark in London. We are responsible for all back-end systems, including the machine learning algorithms used for content matching and brand safety, the real-time bidding systems for programmatic ad-serving, as well as the ad server itself.

The Problem When this project began Smartology was still operating a purely direct ad sales model, which meant we had a good idea of what traffic we would be serving and our servers only had to deal with semantic matching and rendering the creatives.

GDPR, advertiser-agency relationships, YouTube and programmatic native trading will all be in the spotlight in 2018 we believe. Here are our four trends for the year ahead.

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.