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BizReport : Advertising : June 12, 2015


Ad Roundup: Platforms focus on content to engage

In today's advertising roundup: a new release which could help brands control their image, and two platforms that are putting content at the forefront of engagement.

by Kristina Knight

First, Actiance is launching Trusted Communities, a solution which helps brands manage compliance within the community structure of some online hubs while also protecting their reputation. With more platforms rolling out video and text-based chat options for customer service, mobile apps connecting consumers and brands, the message of a brand can become diluted. The Trusted Communities solution validates identities and enforces policies associated with these spaces.

"With our platforms deployed across all the major banks and buy side firms, Actiance is uniquely positioned to help our customers meet these communication challenges," said Kailash Ambwani, CEO, Actiance. "With Actiance Trusted Communities we have extended our active compliance controls from largely internal communications to community-based communications. Now, enterprises can continue to communicate within an expanded trusted network through whatever channel they prefer, while meeting compliance requirements and mitigating risks."

Meanwhile education brands are signing on to AdLift's SEO and content marketing platform. Their platform offers brands an assist in optimizing website content which can then boost search engine rankings.

"We analyze 7 million web pages a day to assure maximum attention from search engines and currently are optimizing 100,000 keywords a month for clients," says Prashant Puri, CEO & Co-Founder of AdLift. "This translates into improved client revenue and has attracted the attention of several new clients including the education community."

Finally, PageScience has rolled out a contextually targeted video platform. Called PageScience Video, the platform allows pharma and healthcare brands to target video ads based on the context of web pages. Contextual targeting increases the relevance of ads shown to consumers.






Image via Shutterstock

Tags: Actiance, AdLift, advertising, advertising tools, content ad tools, content ads, PageScience








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