Guest post by  Dale Lovell, UK MD and Chief Digital Officer of native-advertising plaftom ADYOULIKE

Tim Berners-Lee’s comments on the 28th birthday of the WWW are to be commended – as the father of the internet he raises important points for the digital industry as a whole. The rise of fake news is an issue for the legitimacy of online content – an environment that advertisers need to be able to trust before investing in. Fake news strikes at this legitimacy. Measures are being taken by the industry to combat the issue but there are many challenges to overcome, especially as the system is currently being used for political and financial gain. Avoiding the creation of any central bodies to decide what is “true” or not is fundamental too – the last thing we need in this post-1984 world is a Ministry of Truth.

There’s a difference between misinformed reporting and propaganda, and while some media outlets have encouraged political discourse to lean toward the banal and contrived, more often than not the prevalence of fake news can be linked back to clickbait and the money made from it.

Data transparency is likely to become a growing topic in the future –  consumers are becoming ever-more-savvy in understanding the value of their data to companies, and are rightly looking for greater control. But for consumers to continue to share this personal information with unseen entities a level of trust needs to be established and maintained.

A digital business with no data cannot scale and grow, it’s access to data that drives innovation and it’s the reason why customer centric business models have flourished and provided us with greater personalisation in the products and services we buy. We now have  levels of convenience that a decade ago only few could imagine.

 As AI becomes more prevalent in our society, and consumers continue to expect more and more convenience – as commonplace services – there needs to be a balance between what data we, as consumers, make available to businesses and what they do with it. Most legitimate businesses in digital adhere to strict data use standards – and governments have strict laws around data, too – the challenge in a global economy is adopting the same set of standards for all geographic locations and all businesses.

About Dale Lovell

Dale is the UK MD and Chief Digital Officer at , a worldwide leader in native advertising. He has worked in journalism, digital publishing, content strategy and creative content marketing for over 15 years. Prior to ADYOULIKE, Dale was co-founder of Content Amp, a content distribution service that he helped to build from scratch which then merged with ADYOULIKE in March 2014. In 2015 he was listed as a BIMA Hot 100, and Dale also sits on the The Internet Advertising Bureau (IAB) UK’s content & native advertising council.

 About ADYOULIKE

ADYOULIKE is a global leading in-feed native ad platform. Launched in 2011, it is recognised for being a pioneer in native technology and creating advertising experiences for users that mirror the websites they are visiting. Using its own native supply-side platform (SSP) and native technology platform, the company enables brands to scale native advertising campaigns across premium and niche publishers, while publishers benefit from access to ADYOULIKE’s marketplace.

In November 2016, ADYOULIKE launched the world’s first semantic targeting capability for native advertising by integrating IBM’s ground-breaking Watson artificial intelligence software with the ADYOULIKE platform. It is now, for the very first time, being used to create better semantic targeting for native advertising.

 The fast-growing firm is now operating in more than 18 countries, has 65 employees and received series B funding in October of 2017 to underwrite its continued international growth. Accolades for ADYOULIKE include: BPI France Excellence, Pass French Tech, The Everline Future 50 and The BIMA Hot 100.  ADYOULIKE is a member of the IAB in the UK, US and Europe.


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