Posts Tagged ‘advertising platform’

Multi-Screen Advertising Platform EngageClick Emerges from Stealth Mode

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PALO ALTO, Calif., March 25, 2014 /PRNewswire-iReach/ — EngageClick (http://www.engageclick.com), the predictive and personalized multi-screen advertising platform that delivers superior ad engagement and performance, emerged out of stealth mode today. The EngageClick ad platform differentiates itself by applying data-driven technology that uses cognitive science, machine-learning technology and big data analytics to perform predictive segmentation, and subsequently delivers dynamic smart ads with automatic and incremental optimization across multiple screens. EngageClick maximizes advertiser ROI and increases media yield, helping ad agencies and brands increase consumer engagement and ad performance, at scale. Read more

The Financial Times Opens Up a Semantic Advertising Format

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Lara O’Reilly of Marketing Week reports, “The publisher first started trialling ‘FT Smart Match’ in 2011. It uses semantic profiling technology from Smartology that goes beyond keyword recognition to recognise the meaning, concepts and categories behind content that appears on FT.com, to help brands appear next to relevant content in real time and avoid appearing next to inappropriate articles. There have been several high profile cases of unfortunate automated ad misplacements online over the years, such as a Red Stripe “Hooray Beer!” ad appearing next to a Reuters story about a child being charged with drink-driving and an advert for Greek holidays juxtaposed next to a Guardian story about violent riots in Athens.” Read more

Twitter Expands Its Ad Tool for TV Marketers

Douglas MacMillan of Bloomberg recently wrote, “Twitter Inc., the microblogging site, expanded a service that lets advertisers direct promotions to viewers who tweet about shows they’re watching on television. The ad-targeting service, first introduced in May for a limited number of marketers, is now available to all those running national campaigns in the U.S., the San Francisco-based companysaid on its blog today. Twitter is courting television advertisers in its bid to reach $1 billion in sales by 2014.” Read more