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.
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…