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.

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.

Smartology has recently launched a service where it can execute campaign buys programmatically. Its working with a range of premium publishers.

Smartology has launched a programmatic version of its bespoke contextual digital platform SmartMatch to enable the automated buying of relevant inventory using its semantic matching platform. BBC.com and The Wall Street Journal are some of the first premium publishers to run campaigns using the new proprietary system.

Our business is all about placing great content next to great content and encouraging maximum user engagement. We know a thing or two about what works for brands and how they should write to make sure their content hits the right note.

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.