Dianomi has been awarded two Gramercy Institute Content Marketing Awards for its work with Global Atlantic Financial Group and the Financial Times.

For Global Atlantic Financial Group, Gramercy recognized its Downturn Defense campaign as the best Retirement Services campaign. Downturn Defense targeted financial advisors, across Dianomi’s network, with ads directing them to a white paper and series of videos about protecting clients retirement from market volatility.

For the Financial Times, the two companies were recognized for the publisher’s use of Dianomi’s Automated Ad technology to help grow the FT subscriber base. Using Automated Ads, the FT increased the frequency of ad creation by enabling a robot to do this work and to make the ads customized to each region: Dianomi automatically identified which stories were more likely to be of interest in each country. By reaching users at peak interest in world financial events, Dianomi delivered more qualified traffic that resulted in an increase in the number of subscribers to the Financial Times.

Congratulations to Global Atlantic and Financial Times for this achievement.

We are excited to announce that Dianomi is ranked #82 in the 18th annual “The Sunday Times Hiscox Tech Track 100,” up thirteen spots from #95 in 2017. The Sunday Times made the announcement in yesterday’s weekend Business section.
It has been an exciting year for all of us at Dianomi. We have grown the team, customers and products. Earlier this year, we welcomed strategic investment from British Growth Fund (BGF). We also launched an Automated Ad Creation product, expanded into Germany and Canada (the latter through our partnership with The Globe and Mail), grew our publisher network to more than 350, and nabbed two Gramercy Financial Content Marketing Awards.
We’d like to thank everyone: clients, publishing partners, team and friends who helps make Dianomi a success. You can read more about the The Sunday Times Hiscox Tech Track 100 here.

The old saying goes, “in life there are no guarantees.” And yet, for a moment in time, it would appear that some vendors in the content marketing space defied that logic by reportedly offering revenue guarantees to publishers in the ballpark of a $1million+. But, as Digiday reported earlier in the year, some publishers are starting to see these guarantees disappear with negotiations proposing a pure rev-share model instead.
At first glance the move from a minimum guarantee to a performance model might seem like a bad thing, publishers playing the long game know that it’s not. Minimum guarantees have not been without their downsides for publishers. In return for the minimum guarantee, publishers had to deliver a minimum number of pageviews and exclude other ad providers. This meant, running “unsightly widgets” on all or most of their pages.
Of these widgets, A New York Times’s article in Oct 2016 stated that: “some publishers are wondering about the effect these so-called content ads may be having on their brands and readers. Among the reasons: The links can lead to questionable websites, run by unknown entities. Sometimes the information they present is false.” Others complained that “it’s not the right look” if you’re trying to present yourself as a “high-quality, upper tier website.”
At Dianomi, we agree with this sentiment. As a publisher who works with 350+ plus tier one publishers, we know that context and brand safety have a positive effect on ROI. A recent study from Inskin Media found that being on a site that has a strong publisher branding “helped boost effectiveness, whereas being served against potentially damaging editorial content had less of an effect.”
Publishers who are shifting from a guarantee to a rev-share model based on CPC should be using the negotiations as an opportunity to rethink their overall content marketing strategy. For premium publishers specifically, this may very likely mean testing your current partner against a new partner, seeing how each performs and evaluating those partners for other qualities like link quality, brand safety and context.
Publishers should also consider and qualify the long-term effect that poor quality links will have on their revenues and relationship with the reader. From Fortune: “If you just published a long investigative piece of journalism on an important topic like immigration or the U.S. political landscape, what message does it send when the reader gets to the bottom of that story and sees links to cheesy sites using photos of scantily-clad women and other gimmicks?”
We’d love to know the answer to that question.

The Globe and Mail is the first publisher in Canada to deploy Dianomi’s native ad units.
Dianomi, a native content and marketing platform, today announced its expansion into the Canadian market through a partnership with The Globe and Mail. The Globe and Mail is the first publisher in Canada to offer Dianomi’s native ad units to the financial community and is the exclusive sales representative of Dianomi in the Canadian market.
“Dianomi is helping us expand our native offering to meet the growing demand from our financial advertisers,” said Brian Batenburg, programmatic sales manager at The Globe and Mail. “After testing the Dianomi platform, we’ve seen significant impact in performance and driving audience engagement for our advertisers.”
Dianomi’s native ad units are used by over 350 premium publishers globally, including Marketwatch, Reuters, The Street, Kiplinger and Business Insider. Business and finance advertisers on The Globe and Mail will be able to reach readers with contextually relevant native content–at scale–and leverage Dianomi strategically in combination with The Globe and Mail’s own custom ad placements.
The Internet Advertising Bureau (IAB) estimated online advertising revenue in Canada would increase 13 percent to $6.2 billion in 2017.
“We’re excited to have The Globe and Mail represent the Dianomi platform in Canada,” said Rupert Hodson, CEO of Dianomi. “As a premium client, The Globe understands the power of Dianomi to increase revenue by providing native ad units that are relevant to audiences and in a brand-safe environment.”