Point of View: Cloud surfing

Joe Mandese

'Smart' ads have emerged in online and mobile display advertising, but the technology and logic powering them could soon impact on many forms of advertising, and the way advertisers and agencies create, plan, schedule and evaluate ad campaigns that can follow you around, based on who and where you are, and what you are doing.

Point of View: Cloud surfing

Joe Mandese

Ads are getting smarter. They increasingly know who you are and can adjust their content to be relevant to your needs, expectations and behaviours. These ‘smart’ ads have emerged in online and mobile display advertising, but the technology and logic powering them could soon impact on many forms of advertising, and the way advertisers and agencies create, plan, schedule and evaluate ad campaigns that are smart enough to follow you around, based on who and where you are, and what you are doing.

In the long-run, these technologies will lead to a new...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands