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.
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!
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.
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
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.
The world of online advertising has been the subject of plenty of discussion in the wake of recent scandals involving adverts for large businesses appearing alongside content of an extreme or offensive nature. Brand safety is at the core of what we do.
Recently, big brands woke up to the news that they could unwittingly be funding terrorism through their online ads.
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