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January 13, 2020

Getting Serious About Brand Safety

  • Posted By : Michel Benjamin/
  • 0 comments /
  • Under : Marketing

As the digital landscape continues to evolve rapidly, brand safety is increasingly becoming an area of serious concern. In recent years, this issue has become especially acute as brands have, on occasion, found themselves associated with content that doesn’t align with their brand identity. 

In a survey by Digiday, 60% of marketing professionals agreed that brand safety was a serious problem for their marketing efforts. Some major brands have even pulled all advertising from sites like YouTube. Meanwhile, the introduction of new regulations like Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are changing the rules of the game for advertisers. While the situation surrounding brand safety has improved somewhat, and companies now have access to more tools that can help them protect their brands, it’s crucial that you keep a close eye on your brand safety. Here’s what you need to know.

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March 28, 2019

Creative Married to Data is the Marketer’s Best Tool

  • Posted By : Jason Wulfsohn/
  • 0 comments /
  • Under : Advertising, Creative, Insights, Marketing

Advertising has always been associated with creative thinking and eye-catching visuals. Every year we discuss the best Super Bowl ads more than the game itself. The biggest award show in advertising is focused on creative. The best scenes in the most famous TV show about advertising were often the creative pitches that wowed the clients.

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September 7, 2018

How to Personalize Creative by Audience Segment

  • Posted By : Jason Wulfsohn/
  • 0 comments /
  • Under : Advertising, Best Practices, Creative, Marketing

The practice of audience segmentation has been taken to new heights in recent years by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where a consumer falls in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand, which may be small but highly engaged and highly profitable audiences.

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April 4, 2015

3 Tips For Branding With RTB

  • Posted By : Jason Wulfsohn/
  • 0 comments /
  • Under : Advertising, Best Practices, Marketing

As a buyer you have probably noticed that your highly valuable audience segments don’t get much brand messaging; at least, not through RTB. To a certain degree that is because of concerns about the quality of the inventory available through exchanges.

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RECENT POSTS:
  • Your Campaign is Only as Good as Your Targeting Strategy
  • aX Profile: Michel Benjamin, Senior Marketing Director
  • The Programmatic Ecosystem Explained
  • How Will Marketing Be Affected by the Loss of Third-Party Cookies?
  • Digital Advertising Trends for 2021
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