Addresses need for increased marketing automation as advertising trends toward in-house media buying
Mobiquity Technologies, Inc., a leading provider in next generation advertising technology, announced the release of a new capability that improves publisher protection and brand safety using artificial intelligence protocols.
The capability works by automatically scanning all ads customers upload into the Advangelists platform. Machine learning algorithms identify and confirm category and content including violence, adult content, alcohol and cannabis images, headlines, and text. Ads that do not achieve publisher guidelines for acceptable ad content are removed and flagged for human intervention and policy review. The purpose of the new ad scanning feature is to attach additional meta data to the ads, improving both customer performance and brand safety measures across the Mobiquity network of publishers.
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“COVID-19 has heavily amplified the shift toward digital marketing ecosystems resulting in an increase of smaller advertisers using our platform in a self-service model to purchase advertising,” said Dean Julia, CEO Mobiquity Technologies. “The AI system scales faster, using machines to help us monitor the increasing traffic and usage of Advangelists and better protect our publisher partners as we continue to grow and evolve our business.”
Mobiquity tested the platform using hundreds of image ads from various brands and categories, correctly identifying the logo, headline, text, image and nature of the content over 99% of the time. Using AI the machines have improved accuracy over time. Additional capabilities are being added so that the next release, due later this spring, will include the ability to evaluate video commercials for the same levels of category and content security.
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“While many large consumer brands and chain store advertisers are struggling, we are observing an increase in eCommerce, digital, and local/regional home delivery focused marketers,” continued Mr. Julia. “The trend toward lower cost in-house marketing services appears to be amplifying among these businesses, making it imperative that we continue building more scalable, sustainable and automated marketing feature sets, as we integrate with an even greater number of digital publishing partners.”
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