Campaign Orchestration

Brand safety and suitability are crucial aspects of any advertising campaign. In today's digital world, where the wrong ad placement can damage a brand's reputation, ad tech platforms offer powerful solutions to ensure that ads are placed in safe and suitable environments

Ad fraud is a major concern for marketers, with the cost surpassing $81 billion in 2022. This can lead to wasted ad spend and skewed data, ultimately harming campaign performance and ROI.

In the attention economy, having long-term associations with influencers whose content resonates with brand values, products, and services is the secret sauce for brands to achieve sustainable growth. 

Drive downloads and bookings for your taxi app with programmatic advertising and hyper-local geo-targeting. Learn how top ride-hailing companies leverage social media, local marketing strategies, and geofencing to connect with their target audience and establish a strong brand identity. As the competitive landscape of ride-hailing apps continues to evolve, staying ahead of the game requires […]

Exploring the 3W1H of measuring branding campaigns and discussing why, what, who and how you should measure your campaigns to achieve your business objectives.   Measuring the effectiveness of branding campaigns is essential to the success of any marketing strategy. It helps businesses identify what’s working and what’s not and make data-driven decisions that optimise their […]

As this new CTV paradigm takes hold, some advantages emerge. Traditional cable operators can only track the number of views and viewer location, which is not the richest set of insights in today’s consumer markets, where individualisation is a must-have. OTT platforms perform much better in gathering data in terms of both quantity and quality.  […]

Adidas, Uber, Airbnb, Walmart and Sephora have achieved growth in customer base and spike in ad effectiveness with lookalike audience targeting. The process lets a brand dissect its customers to spot common characteristics and reel-in previously unreachable high-quality customers. Airbnb, the leading online marketplace for short-term homestays, collects a wide range of user data, including […]

Contextual targeting has helped brands meet their ideal customer across the world Google announced phasing out of third-party cookies in 2020 over mounting piracy concerns. However, it has been delayed, still awaiting implementation as of September 2022. Marketers have loved every bit of this cookie as it helped them track users and customise their browsing […]

After bleeding a 40% revenue loss, Twitter is trying its best to plug leaky holes. Several developers encountered the worst shock after getting messages from their customers that the third-party apps that eased their job of posting consistent Twitter feeds have turned defunct. The brands relying on these third-party apps will have to rely on […]

YouTube’s recent announcement to share advertising revenue with short video creators could be good news for brands. Will it create healthy competition among content creators? Will this encourage creators to create quality content, and what brands will gain from engaging short videos? YouTube, the video-sharing platform owned by Google, recently announced that it would share […]