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By Andrew Sims, Senior Strategic Account Manager at 4D

Protecting your brand has become a crucial pillar for protecting a brand’s reputation. It makes sense, right? Ensuring that ads appear in appropriate, trustworthy environments should be a core focus for any marketing department. And it seems others agree. According to IAB Europe’s 2023 Brand Safety Poll 67% of industry experts identified brand safety as a top priority, while 71% cited that advancements in technology are helping to address these concerns. 

Yet, being ‘brand safe’ is just one piece of the puzzle. Relying solely on brand safety measures can often limit scale and audience reach for many advertisers. In today’s highly politicized environment, many brands shy away from news publishers during politically sensitive moments, fearing association with extremist views or culturally charged headlines. This creates a challenging dynamic for advertisers who want to support premium journalism while navigating a world increasingly shaped by opinion and extremism. 

Brand Suitability has seen significant traction in recent years, offering brands the ability to unlock opportunities that traditional brand safety measures may overlook. However, as we move into a new year, the focus shouldn’t remain isolated on safety and suitability alone. Instead, it’s time to elevate the conversation and aim for something bigger: becoming brand smart. 

2025: Being Brand Smart in the Face of Adversity  

The fact is, advertisers and publishers are losing revenue due to outdated and ineffective brand safety tools and practices. Trusted news outlets are being unfairly demonetized, while brands face challenges securing high-quality, brand-safe attention. The root causes? Legacy processes, technical debt, and a lack of understanding about the dynamic nature of upholding brand standards. 

Thats why we, here at 4D, believe that advertisers need to tap into enhanced contextual intelligence, ensuring their reputation remains intact while unlocking smarter, more effective solutions. 

Unlike cookie-based targeting, contextual advertising ensures the right levels of suitability by analyzing written and visual content using Artificial Intelligence (AI) and Machine Learning (ML) models. These technologies enable brands to place their ads in optimal locations aligned with their values, reducing the risk of reputational damage. 

4D’s Contextual Solution employs a range of measures to ensure that brand ads are displayed in smart and sophisticated ways: 

1. Identifying Content Categories and Keywords

By categorizing web pages based on keywords, topics, and sentiment, brands can tap into 4D to strategically align their ads with content that reflects their values. Irrelevant or harmful content is excluded, ensuring ad placements resonate with target audiences and reinforce brand trust, therefore enabling you to become ‘Brand Smart’. 

2. Emphasizing Brand Suitability

Brand suitability goes beyond merely avoiding negative content. It considers a brand’s unique objectives and values to identify the most relevant and impactful content themes. By striking a balance between reach and suitability, advertisers can become ‘Brand Smart’, using 4D to avoid missed opportunities. 

3. Real-Time Monitoring

Active monitoring of ad placements ensures campaigns remain aligned with ‘Brand Smart’ goals. By analyzing factors like page topic, sentiment, and quality, real-time monitoring enables swift corrective action if ads appear in unsuitable environments. This vigilance safeguards campaigns and maintains brand integrity. 

Getting Smart with Contextual Advertising 

As we step into the new year, my prediction is that advertisers will need to adopt a fresh perspective. By embracing Smart Strategies, brands can better navigate the nuances of language and editorial content, unlocking context-based protections that not only minimize risk but also maximize opportunity.   

This approach enables campaigns to connect with audiences in a more meaningful, value-driven way, enhancing both their relevance and impact.  

Are you ready to protect your brand while maximizing advertising impact? Discover how contextual advertising can empower you to be Brand Smart in 2025.  

Get in touch today. 

Q&A with Charlie Pinkney, Global Business Development Director at 4D and Rhys Denny, Co-founder and CEO at @curate

Many of you will have seen and heard of curation. Throughout the AdTech landscape, it has become one of the hottest trends set to establish and transform Programmatic Marketplace (PMP) deals. Many advanced curation platforms are playing a critical role in integrating inventory and leveraging signals to optimize these transactions. And, among the various signals, ‘attention’ has surfaced as a particularly important metric, driving the relevance and effectiveness of curated ads.

‘Attention’ has become a real interest of mine over recent years, especially through my lens here at Silverbullet. To help me better understand how curation is impacting the (m)adtech landscape, I sat down with Rhys Denny, co-founder and CEO @curate.

Before I even started the questions, Rhys gave me a little insight into his new company, @curate.

“@curate has been designed to enhance existing trading strategies. Through our offering, businesses can achieve more precise and efficient ad placements and curate relevant and high-performing inventory, benefiting both advertisers and publishers. This strategic shift highlights the very future of our landscape” said Rhys.

Impressive stuff.

Alongside understanding curation a little better, I am also super interested in understanding how curation – when driven by AI and underpinned by contextual – can offer new ways to both advertisers and publishers, to capture ‘attention’ in those crucial moments, all the while supporting the navigation surrounding the challenges of privacy and data regulation.

I quizzed Rhys on the benefits that curation will present to the industry.

So Rhys, there seems to be an abundance of efficiencies that can be achieved through curation; whether that be closer relationships and transparency across deals, or through optimization and bidding – can you help us understand this better?

“Of course. The great thing about curation is that it can automate many aspects of the ad buying and placement process. By automating tasks like audience segmentation, ad creation, and bidding, curation allows advertisers to scale their campaigns more effectively. This is particularly important in programmatic advertising, where speed and scale are critical.

Innovative curation solutions can also help in curating vast amounts of content and inventory, making it easier for advertisers to find the most relevant opportunities in an increasingly complex digital landscape.

When we look more at optimization of ad placements and bidding strategies, curation can also play a leading role. Through machine learning, AI can analyze historical data, predict outcomes, and adjust bidding strategies in real time to ensure that ads are shown to the most relevant audiences at the optimal cost. This can lead to better ROI for advertisers and more efficient use of ad spend.

What’s more, curation can analyze the quality and relevance of inventory, helping advertisers choose the best placements for their campaigns. This ensures that ads are not just reaching any audience but the right audience, in the right environment, at the right moment.”

Amazing. Relevancy is huge right now isn’t it, and something we are massively passionate about here at 4D. There’s also a huge privacy play with curation isn’t there? 

“As third-party cookies become less and less desired, curation can help navigate the shift toward privacy-centric advertising.

As you know more than most, first-party data, collected directly from users with their consent, is becoming increasingly important. We can essentially process this data to derive insights and curate personalized ad experiences without relying on invasive tracking methods.

Curation solutions like ours, supported by AI, ensure that ads are relevant and respectful of user privacy, aligning with new regulations like GDPR and CCPA. This builds trust with consumers, who are more likely to engage with brands that prioritize their privacy.”

You mentioned the ‘right person, place and time’ earlier, which is the long-standing goal for advertisers and publishers alike. Can you take us through how curation impacts personalized experiences online?

“Of course! In short, curation involves carefully selecting and organizing content to meet the specific needs and preferences of an audience. When combined with AI, curation can achieve an unprecedented level of personalization, through the analysis of first-party data to understand individual user behaviors, preferences, and intents. This allows for the creation of highly curated ad experiences tailored to the unique profiles of each user, delivering the right message at the right time.

With these technical advancements, we can ensure that the ads served resonate more deeply and drive higher engagement. This level of personalization not only improves the user experience but also increases the likelihood of conversion, making advertising more effective. It’s a win-win really, and something I am really excited about in the future of @curate.”

And finally, when it comes to curation and contextual intelligence working closer together – what gets you excited about those types of partnerships?

“These are the partnerships that future-proof and offer credible alternatives to the current buying status quo. Coupling the relevancy of contextual alongside the outcome-driven optimization of curation with the ability to overlay data through a deal ID offers an exciting and impactful future to how media can be traded.”

My final thoughts:

I spoke a little about curation and contextual intelligence a few weeks back (you can read the full article here!) but this chat with Rhys really did remind me of how exciting these partnerships will have on the future of AdTech.

My take is that curation is set to revolutionize online advertising and programmatic exponentially. And, when you overlay that strategy with the contextually driven data and insights, you end up with a very attractive and privacy-safe strategy that not only solves for the cookieless future (despite the fact third-party cookies are here to stay), but it creates a positive future. One that is simple, bright, and better. Much, much better.

If you want to meet up with myself and Rhys for a coffee, then get in touch today! Either head to our Contact Us form, or DM me here. 

By Kristen Cure, Senior Account Executive, 4D

Did you know Google once had a tagline, “Don’t be evil”? This phrase was a key part of its corporate code of conduct, symbolizing its commitment to ethical and transparent business practices. And, in 2015, the tech giant replaced it with “Do the right thing.” 

The word ‘irony’ comes to mind. 

Recent headlines have accused Google of a “clear abuse of privilege,” according to the judge overseeing the Justice Department’s antitrust trial concerning its alleged digital advertising monopoly. The corporation’s ethos now feels like one hefty smoke screen in this context.  

Now look, I don’t for one second want this article to be a point-blank Google bashing. We’re in a world where we need Google as much as we don’t. But the point which I am trying to make is, that we rely too heavily on these tech giants at times, and in many instances, we could – and should – look to defend ourselves. 

As many of you will know, this summer Google backtracked on its long-standing promise to block third-party cookies in Chrome. Despite this being a step back for many in the pursuit towards a privacy-centric era, it’s a pretty good outcome for Google. The core reasoning behind this decision was time; time to address some of the key issues that data privacy regulators have raised about its well-discussed solution, Privacy Sandbox. 

Another awkward realization in recent times is that Google’s Privacy Sandbox terms may, ironically, violate privacy law, according to new research by the Movement for an Open Web (MOW), a nonprofit interest group that advocates against restrictive digital walled gardens. 

Again, let me preface this with: I am NOT bashing Google. I am merely shining a light on the huge transition our industry is witnessing right now. No one is going to get it right the first time. And, we all have to learn together on this crazy roller-coaster ride. The question is, can we do things right? Can we be better? And if so, how? 

Doing the right thing. Actually. 

Many of us are still trying to determine what the best next steps are. How can we be part of a future that places privacy right at the centre of everything we do – whilst reaching scale and growing revenue? Is there a world where scale and trust exist together in tandem? 

You wanna know my take? Yes. Yes, we can – and it might not be as difficult as you think. 

Most readers will know that contextual targeting’s market share has soared in recent years.  The Global market for Contextual Advertising is projected to reach $562.1 Billion by 2030. By its very nature, contextual advertising is inherently 100% privacy-safe and cookieless. Instead of targeting individuals, this technology focuses on context and relevance as its core methodology. This approach not only alleviates concerns associated with third-party cookies and outdated practices but also offers a smarter way to reach new, unknown audiences by targeting the environments that consumers love.  

This isn’t to say targeting users on a one-to-one level is bad. Quite the contrary. One-to-one marketing and engagement between a consumer and brand is still the holy grail for brands looking to keep and retain loyal customers. But while first-party data and smart CX strategies can help activate personalized, meaningful connections with known audiences, contextual intelligence can support businesses in attracting new audiences. The two together create an incredible use case for the future of brand storytelling. 

So, whether or not Google decides to ‘do the right thing’, there are incredible options available to advertisers who want to thrive in the new marketing era. And fortunately for you, Silverbullet can do both.  

If you want to find out more and see how we can help you, then get in touch today! You can find me on LinkedIn here.

By Fi Taylor, Strategic Global Marketing, Silverbullet

Two major forces have taken the (M)adTech landscape by storm over recent years: first-party data and artificial intelligence (AI). Both are set to revolutionize the way brands connect with their audiences. Not only are they transforming marketing strategies, but together they are paving the way for more personalized, effective, and privacy-conscious marketing campaigns. And if that sentence didn’t have enough industry buzz words within it, then keep reading – there’s plenty more to come!

What is First-Party Data?

Ok, I don’t want to teach you to suck eggs, but in case there are a few readers who need a refresher, here we go. First-party data refers to the information a company collects directly from its audience, customers, or users. This can include data from website interactions, email subscriptions, purchase histories, customer feedback, social media engagement, and more. Unlike third-party data, which is gathered by an outside entity and sold to marketers, first-party data is unique to the organization that collects it. This makes it more reliable, relevant, and valuable.

Why is First-Party Data So Important?

After years of consumer push-back and data breaches, privacy regulations such as GDPR, CCPA, and many more, were put into action as the industry looked towards a first-party data-centric world. Google’s cookie deprecation promise, although now cancelled, was a direct response to consumer backlash and governmental pressure to change how online data and consumer insights are handled. With or without Google’s support, the facts remain the same – old ways of working are no longer applicable for today, or the future. And first-party data is very much part of that future.

Here’s why first-party data is becoming the cornerstone of digital marketing:

1. Enhanced Privacy Compliance: First-party data collection aligns with global privacy standards, ensuring that businesses can build trust with their customers while complying with regulations.

2. Accuracy and Relevance: First-party data is directly sourced from your audience, making it highly accurate and relevant. This enables marketers to create more targeted and personalized campaigns.

3. Customer Relationship Building: By leveraging first-party data, brands can gain deeper insights into their customers’ preferences, behaviours, and needs, fostering stronger relationships and loyalty.

4. Cost-Effectiveness: Unlike third-party data, which often comes at a high cost and can be of dubious quality, first-party data is more cost-effective and provides better ROI for marketing campaigns.

AI’s Role in Amplifying the Power of First-Party Data

So, how does AI fit into all this? Well, AI is a huge topic within itself, but for the purpose of this article, it is the catalyst that unlocks the full potential of first-party data. Here’s how AI is set to transform digital marketing by leveraging first-party data:

1. Hyper-Personalization: AI can analyze vast amounts of first-party data to deliver personalized experiences at scale. By understanding individual customer preferences and behaviours, AI-driven systems can tailor content, product recommendations, and messaging to each user, enhancing engagement and conversion rates.

2. Predictive Analytics: AI can predict future customer behaviours based on past interactions, allowing marketers to anticipate needs and deliver proactive solutions. This predictive power helps in optimizing marketing strategies, from content creation to ad targeting, ensuring that resources are used efficiently.

3. Automation and Efficiency: AI streamlines marketing processes by automating tasks such as data analysis, customer segmentation, and campaign management. This not only saves time and resources but also allows marketers to focus on strategic decision-making and creative aspects of their campaigns.

4. Improved Customer Insights: AI-driven analytics provide deeper insights into customer journeys, identifying key touchpoints and areas for improvement. By understanding these insights, marketers can refine their strategies to better meet customer expectations and enhance overall satisfaction.

5. Enhanced Ad Targeting: With the decline of third-party cookies, AI can help bridge the gap by using first-party data to create more accurate audience segments. This leads to more effective ad targeting, reducing ad spend waste and increasing ROI.

A match made in heaven you might say?

As first-party data and AI become more integral to digital marketing, we can expect several key trends to emerge:

• Increased Focus on Data Collection and Management: Businesses will invest more in technologies and strategies that enhance first-party data collection and management. This will include the use of customer data platforms (CDPs) and advanced analytics tools to ensure data is organized, accessible, and actionable.
• Shift Towards Consumer-Centric Marketing: With AI’s ability to analyze and utilize first-party data, marketing will become more consumer-centric. Brands will prioritize understanding and meeting the needs of individual customers rather than relying on broad, impersonal campaigns.
• Integration of AI Across Marketing Channels: AI will be increasingly integrated across all marketing channels, from social media and email marketing to content creation and customer service. This will create a seamless, cohesive brand experience for consumers.

The combination of first-party data and AI represents a powerful shift in the future of digital marketing and online storytelling. As these technologies continue to evolve, they will enable marketers to create more personalized, efficient, and effective campaigns that resonate with their audiences on a deeper level – which is the modern-day holy grail of marketing.

Future success will be defined by those who can harness the power of these tools to not only meet but exceed customer expectations in a privacy-conscious world.

What are your predictions about the future of AI and first-party data?