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.