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The technology works - but so does respecting your audience and giving them what they actually want to read

Wherever you are, whatever you’re doing, you are expending one of the world’s most precious commodities – your attention. You’ve probably noticed a full-scale war on out there between various different parties competing for it.

As with all wars, there are few big winners in this one. People who sell advertising, including publishers, are finding it ever harder to make money, because they have so many more competitors now. People who buy advertising, the brands, find themselves falling victim to ever more audacious fraud, while facing a media landscape which is so fragmented that it’s barely even possible any more to reach a mass audience.

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