Blog about Digital Advertising & Marketing Technology

Brand safety is something you’ll often hear marketers talk about, and at face value, it seems pretty simple. It’s all about the methods you can use to help to protect your brand from being damaged during the advertising process. However, once you ask marketers exactly how they protect your brand, things get a little more complicated.

To some, it might simply mean ensuring that messaging, imagery, or messenger doesn’t land you in hot water. For others, brand safety includes everything from what platforms you show your ads on to ensuring you’re not caught off guard by current events. To help you get to grips with this essential topic, this article will try to answer a crucial question: What is brand safety, and why should you care about it?

The Catwalk Ready Collection of banners from RTB House proves that your online ad campaigns can be elegantly seductive whatever the context. Tailored for the user with a precision beyond even Savile Row, the Fashion-focussed creatives of RTB House are versatile yet striking, timeless yet still very much ‘now’.

Yes, the stylish and provocative designs of Paris, London, Milan, and New York, turn heads, but this collection is underpinned by a smarter dress code. Deep Learning algorithms ensure that our banners not only transform with the seasons, but change to match whichever unique individual they are shown to.

In this Media Review, you can read about Google’s Privacy Sandbox for Desktop and Android advancements, Meta’s swap from GDPR’s Legitimate Interest to Consent clause, and European Commission’s concerns over Google disrupting competition across MarTech.

Retargeting is a great way to reconnect with users and ultimately convert them into paying customers. However, you’re competing with other businesses for the same users’ attention. In this article, we’ll walk you through our top five retargeting strategies and how you can use them to maximize the success of your retargeting campaign and meet your business goals.

Cookies play an essential role in the modern internet. These small pieces of data stored in your web browser can do everything from saving login details to enhancing website performance to helping marketers show users products that they will love. However, not all cookies are made equal, and there are significant differences between first-party and third-party cookies.

The Privacy Sandbox timeline states that in Q3 2024, “Chrome will phase out support for third-party cookies over a two-month period.” Whether or not Q3 2024 is the right time is an important question, but in this blog post, we’d like to focus on the second aspect of the deprecation—the duration of the time over which it reaches 100% of users. We will argue that a two-month timeframe (a “cliff”) is too quick and therefore, dangerous. To maximize the chances of AdTech successfully transitioning to a cookieless world, the deprecation ramp-up should be more prolonged, gradual, and known in advance.