How machine learning has evolved digital advertising

The Drum | April 10, 2019

Machine learning has been a fundamental part of the marketing automation process for some years now and is only going to explode in terms of scope and importance over the coming decade. But as the amount of available data grows exponentially and the algorithms that we put into machines grow in complexity, how does machine learning transform this influx of data to increase the insights available to marketers?
In short, machine learning turns simple marketing automation into intelligent marketing automation. Machine learning is the practice of programming computers to learn without manual input and has been fundamental to the growth of real-time bidding, which lies at the very heart of programmatic advertising. Relying on a series of algorithms that allow computers to adapt and learn from observing certain data sets and behaviours, machine learning can predict a consumer’s likelihood to purchase when exposed to an ad.

Spotlight

Many advertising execs are advocating the amalgamation of video ad buying across TV and online.

But at Beet.TV's recent London Video Strategy Summit, Damien Hodge, the online investment head of MediaCom, warned a single piece of creative must be judged very differently across the two formats.

Spotlight

Many advertising execs are advocating the amalgamation of video ad buying across TV and online.

But at Beet.TV's recent London Video Strategy Summit, Damien Hodge, the online investment head of MediaCom, warned a single piece of creative must be judged very differently across the two formats.

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Adsquare | September 07, 2021

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BrandStar Named Advertising Agency of Record for Alan B. Levan | NSU Broward Center of Innovation

BrandStar | November 22, 2021

BrandStar, a fully horizontally and vertically integrated production company, has been engaged by the Alan B. Levan | NSU Broward Center of Innovation (Levan Center) as its advertising agency-of-record. The Levan Center is a public-private partnership between NSU and Broward County, acting as an economic and education development engine linking the South Florida innovation ecosystem. Services to the Levan Center will be developed and executed by Beacon, the advertising & marketing agency arm of the BrandStar family of companies. The diverse scope of services will include using multiple digital assets and strategies to develop brand awareness, campaign development, marketing strategy and support, social media, paid media, and digital UI/UX. To support the collaborated mission and vision of the Levan Center, BrandStar will also be donating upwards of $100k in additional pro-bono services. The Levan Center supports the business founder's journey from birth of an idea through successful exit or global expansion providing programs, events, and wraparound services to entrepreneurs and early-stage startups for the buildout and scaleup of their business. The 54,000 sq. ft. facility includes incubator and accelerator programs, co-working and meeting space, technology certification programs, specialized workshops and seminars, and professional networking social events. We are so honored to be a strategic part of this revolutionary enterprise of business innovation. As fellow visionaries and creators, we are looking forward to furthering the Levan Center's vision as a business incubator that benefits all of South Florida." Mark Alfieri, CEO and Founder, BrandStar. "Our mission is to link the South Florida innovation ecosystem by acting as a collision station for entrepreneurs, academia, industry, government, funders, wraparound services, and professional networks," said Dr. John Wensveen, Chief Innovation Officer, NSU and Executive Director, Alan B. Levan | NSU Broward Center of Innovation. "We look forward to partnering with BrandStar on this exciting journey." About BrandStar BrandStar is a fully horizontally and vertically integrated production company, marketing agency, and content exchange platform. Offering everything a full-service marketing firm provides, but with a twist – our focus is on positively impacting people's lives. Fueled by the collective passion of entrepreneurs, creatives, technologists, and thinkers, we pride ourselves in being Marketing Matchmakers – connecting people with brands to do life better. Utilizing a combination of creative storytelling, marketing strategy, results-driven media, technology innovation, and unrivaled television production capabilities, we have succeeded in giving startups a national footprint, and national companies a global one. About Beacon For brands expecting positive marketing results, Beacon, a BrandStar Company, is a full-service marketing and ad agency with a team of diverse individuals who have been on both sides of business transactions; recognizing the importance of transparency and partnership. Beacon helps brands understand what their marketing and advertising efforts are doing to their bottom-line and then goes above and beyond to produce real, quatifiable results. The Alan B. Levan NSU Broward Center of Innovation is a public-private partnership between Nova Southeastern University (NSU) and Broward County housed at NSU. The center is an economic and education development engine for Greater Fort Lauderdale, Broward County, and South Florida focused on innovation, technology, and entrepreneurship. Customized programs, events, and wraparound services support the Founder's Journey (Ideate, Incubate, Accelerate, Post-Accelerate) from the birth of an idea through successful exit or global expansion of a company incorporating four pillars.

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Comscore Launches New Brand Suitability Protections That Offer Brands Greater Precision to Determine What Content Is Safe and Contextually Relevant

Comscore | September 14, 2020

Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media, today announced enhanced brand suitability protections that offer brands greater precision to determine what content is safe and contextually relevant. The segments, which are now available in many leading demand-side platforms, will put the control back in the advertiser's hands to be able to run their ad campaigns along content that is brand safe for them without sacrificing scale. Most brand safety offerings currently available take a binary, keyword-based approach to determining whether a piece of content is brand safe. These basic tools lack the sophistication needed to effectively navigate today's media and content landscape, such as differentiating between actual acts of hate speech and informative content on occurrences of hate speech. In contrast, Comscore utilizes a proprietary pattern-profiling technology that understands the true essence of an article. These unique features give brands far more nuance than what keyword-based solutions can deliver, resulting in safer and more effective advertising. With Comscore's solution, brands will be able to do better than basic keyword blocking and will be able to make the decisions that best fit their brand without having to wipe out large swaths of inventory, like avoiding all news content.

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