New Year predictions: data security, trust and transparency dominate

“Digital advertising has often received negative attention due to the highnumber of irrelevant and intrusive ads that are being placed incorrectly. However, harnessing the power of machine learning (ML) can help overcome these issues, bridging the gap between publishers and brands, and improving campaign optimisation.

“Publishers themselves often take the blame for bad digital ad practices when in reality they are relying on affiliate marketing. Publishers need to take back control and recognise the impact this can have on an advertiser’s brand, as well as their own reputation. Choosing their technology partners wisely is a fundamental step, so that ads, and consumer incentives, are only placed alongside appropriate content.” – Marino Gualano, GM & Co-founder

 

Read the full piece on whatsnewinpublishing.com