Member Article

Smartology announces international expansion; opens New York office

Smartology, the Machine Learning and Natural Language Processing (NLP) company, specializing in contextual advertising solutions today announces its strengthened US presence with a new Madison Avenue office in New York and an expanded team. With numerous US based clients including; Vanguard, DXC Technology, Wells Fargo, Northern Trust and Morgan Stanley, the latest developments allow the company the ability to scale Stateside.

With the New York office, Smartology now has offices in London, Singapore and New York. Gordon Kerr, Managing Director, responsible for US strategy and generating all North America revenues will lead the American operation. Smartology has recruited two leading digital advertising professionals Erica Gottlieb as Senior Account Director and Brittany Owens as Campaign Manager.

Gottlieb will be instrumental in scaling the company’s rapidly growing US business and will work with US advertisers and agencies on the East Coast with a focus on the Financial Services, Professional Services and Technology sectors. While at The Atlantic as Sales Director for Programmatic Advertising, Gottlieb impressed with her ability to drive revenue and track record of being able to monetize new technologies.

Owens brings ad operations experience most recently from Vox Media and previously with Time Inc. and Time Out NA. She will be responsible for managing the delivery of US campaigns, reporting successes and executing on SmartMatch campaign optimizations

Commenting on the hires, Gordon Kerr says; “Erica’s reputation for successful client collaboration, her understanding of the programmatic eco-system and experience working with premium publishers will be invaluable to growing Smartology’s revenues and servicing our client relationships”.

Talking about the new office and the team expansion, Mark Bembridge, Smartology CEO says, “2019 looks to be an incredible year, this is the first of a series of global announcements. Our state-side operations have been hampered by not having enough boots on the ground. Now with an expanded team, we’re in a good place to really make a difference. US CMOs are looking for a transparent and interruption-free solution to reach their target audience safely.”

He adds, “Our solution is designed to fit the rapidly evolving needs of digital marketers in the era of strict privacy laws. A local presence gives us the right edge to assert ourselves as industry experts. It also provides us with a chance to approach clients who are hesitant to do business outside of their territory.”

Smartology’s award winning product SmartMatch uses Natural Language Processing and Machine Learning to serve advertiser thought-leadership content matched to premium publisher editorial based on deep-relevance. A hybrid-programmatic solution, SmartMatch is a key content distribution channel for global brands seeking to disseminate their content assets across premium media owner sites and optimizing based on relevancy. The system incorporates intelligent dynamic creative, propensity analytics and semantic brand safety.

The unique semantic matching engine is used to align the client’s content with editorial content in dynamic creatives. Smartology works with some of the largest commercial brands, including Vanguard, DXC Technology, Wells Fargo, Northern Trust, Morgan Stanley, Milliman, CFA Credit Suisse, HSBC, Swiss RE, London Business School and EY. It uses inventory from premium media partners including Dow Jones, FT, The Economist, NY Times, Bloomberg and Handelsblatt. Smartology delivers a full-campaign service for its clients.

This was posted in Bdaily's Members' News section by Smartology .