The relationship that people have with the consumption of content in digital platforms is constantly changing.
As an audience, our needs change, the way we consume information and what we expect from the online experience when we enter a website or an app. The truth is that as digital consumers we are increasingly demanding.
All the parts that make up the digital world make a great effort to adapt to these demands.
One of these is to provide a pleasant online experience. What factors can determine this? A well-worked UX (user experience), and that the user finds advertisements according to their interests.
It is on this last point that we decided to work in order to contribute our technological value.
Five years ago, together with Ricard Luquero and Pablo Salinas, we founded Adpone, an advertising technology company with a very clear mission: to shape the future of advertising with in-house technology to achieve high performance.
We developed a technology that is little known to most people: a solution that places premium brand ads on websites from all over the world.
This solution meets the needs of digital players so that they can continue to offer their audiences free and quality content.
What are website owners and advertisers looking for? Let’s break it down.
Publishers want to make the most out of their traffic.
By monetizing advertising inventory
The vast majority of websites generate income through advertising. This can be done in different ways, but it is usually done by placing banners or videos in the body of the website.
By ensuring a great online experience
Journalists and content creators make a great effort to generate original and quality content, and to position it organically in search engines. All this, to build trust in their audiences and make them want to return to the website.
For this to be possible -and at the same time profitable- the advertising they show must be consistent with each content.
Advertisers seek to make good impressions.
By reaching their target audiences
Every advertising campaign has at least two parts. The first is to design compelling creative content. The second, to implement this campaign by placing the ads on websites according to their content. This used to be done intuitively, now it is done through advertising technology.
By placing their content in the right place
Context matters. Let’s imagine that a user is reading a news story about the use of toxic fertilizers in soy production and suddenly a banner of a brand of soy-containing veggie burgers appears. Obviously the impression of the brand will not be positive.
Agencies like Adpone are responsible for placing the ads in the right context.
In short, providing a pleasant online experience, having a profitable website and providing adequate advertisements is possible thanks to adtech companies.
At Adpone, we sum it up as #impressionsmatter.