Contextual digital advertising company Smartology has appointed Brian Fitzpatrick as a non-executive board director as it embarks on the next phase of its growth plan. Formerly head of EMEA at programmatic video advertising specialist Adap.tv (purchased by AOL in 2013), Fitzpatrick, who is also an investor in Smartology, brings in-depth online media expertise and extensive experience of building media companies to his advisory role.
Smartology’s bespoke technology creates weighted semantic content profiles for each item of an advertising client’s branded content as well as for publisher partners’ editorial pages. Understanding both content and context allows branded content to be matched and displayed with editorial articles on the same or closely-related topics. Advertisers adopting the