In August 2019, in a bid to replace third party cookies Google announced a new initiative to enhance privacy on the web – the Privacy Sandbox. The first implementation of which was the Federated Learning of Cohorts, or FLoC for short. The technology grouped together people with similar browsing histories, then allowed advertisers to target those groups of people (the “cohorts”) without most of the personally-identifiable information that cookies usually provide. Although an improvement compared with third-party cookies, it has not proved popular with many privacy advocacy groups and companies.
When people are talking about AI, it is Deep Learning and its derivatives that are at the heart of the most exciting and smartest products, and Smartology’s SmartMatch SaaS platform has ‘smart’ as its namesake for this very reason.
We know brands are investing in content now more than ever. As referenced in the Harvard Business Review article, “10 Truths About Marketing After the Pandemic”, marketers are having to adapt their approaches to a new set of rules. In a B2B and B2C context consumers now expect a more personalised, anticipatory, relevant experience. This requires organisations to use more data, deep learning and AI to ensure the communications and advertising efforts are relevant and meaningful.
It’s the week post-DMEXCO and the Smartologists are back in London. Tired yet energised still by the buzz that fuelled two full days of productive meetings, fascinating discussions, multiple debate and showcase stages, a start-up village, tv-set interviews, and so much more. Though far from complete, here are few key topics and takeaways from DMEXCO 2018.
Smartology were part of a panel debating how brands can harness stories and storytelling and the best mechanisms to develop and distribute them. You can see the highlights from the panel and insights from our CEO Mark Bembridge
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 itse
Online Ad Fraud has long been the elephant in the room for brands and website owners alike. With billions of ad spend being wasted each year on non-human traffic
An ad served doesn’t necessarily equal an ad viewed, and advertisers and publishers are catching onto this as the industry shifts toward valuing viewable rather than served impressions. It makes sense – why would an advertiser want to pay for impressions that are never seen by real human users – let alone their target audience! In order to monitor this, Smartology…