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Can semantic targeting impose order on a nervous GDPR marketplace?

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With all the talk of data-fueled innovation at CES 2019, there’s an excitement among marketers of what AI can bring to their toolkit. Yet, with the General Data Protection Regulation (GDPR) still looming large, there’s also an overriding feeling of uncertainty. Will Google finally adopt the IAB Consent framework and instill a baseline of consistency and order? Even if that goes well, there is no guarantee that we are on the verge of embracing the new normal that data regulations have sparked.

In fact, the growing pains are already underway. As evidenced by recent headlines, privacy watchdogs in Europe have filed a series of complaints and warnings against a number of companies including Vectaury, Criteo, Quantcast, and Experian for alleged GDPR violations. Here in the U.S., the specter of the 2020 California privacy legislation has added an additional dimension of confusion.

How will the programmatic ecosystem settle into this new environment?

One place to look for transformative impact is at the intersection of semantic targeting and audience targeting. Aided by the rapid growth of computing power (thanks, Moore’s Law), it is now viable to perform semantic targeting with greater cost efficiency than ever before.

This efficiency is having a democratizing effect in making it easier for all players to do page analysis in a more sophisticated way. Traditionally, semantic targeting was applied to help avoid brand safety issues, and in the intervening years, AI has now made the technique even more sophisticated and flexible (and less labor-intensive) whereby it could even be combined with audience targeting in the same impression for next-level targeting.

Presumably, when Oracle bought Grapeshot, one of ad tech’s early contextual targeting players, in 2018, they were looking beyond the brand safety benefits in its offering. Oracle likely realized what the value proposition of a leading-edge semantic targeting technology could deliver in combination with their existing third-party data assets. Part of the company’s calculation could presumably have been an example of the broader programmatic marketplace girding for the chilling effect that GDPR might create in audience targeting.

The improvement in semantic targeting efficacy over the past several years couldn’t have come at a better time. It has coincided with tech stacks becoming better integrated with multiple data sources and that data being blended in a way that should be GDPR-compliant.

A greater cross-section of consumer signals can now coalesce to give the ecosystem a more sophisticated view of the audience. CRM data is more readily organized and available. Advances in shopper look-a-like modeling now make it easier to discern individual shopper path-to-purchase in a more sophisticated manner by matching them with their contextual digital footprints. For example, it’s possible to arrive at a much richer profile of C-Suite types who buy Mercedes by cross-matching their visitation to particular websites.

Let's be honest. The programmatic community worldwide has been scarred by the multitude of issues in the past several years beyond privacy, such as fraud, viewability challenges, and brand safety. As a result, contextual semantic targeting combined with first-party data sets — including purchase and location data — offers the industry a safer alternative to the shortcomings of third-party data.

Is third-party data dead? No, but much third-party data will likely be collected in a way that will not stand the test of GDPR compliance, at least for the foreseeable future.

Most interestingly, the renaissance of semantic targeting is also a huge opportunity for publishers. The buy side has traditionally used the technique more often, but as publishers fight hard to reassert themselves against the blustery headwinds created by the duopoly and Super Publishers such as AT&T and Amazon, it’s incumbent upon independent premium publishers to beef up their semantic targeting capabilities.

The pendulum is swinging back to publisher brand value — and when publishers can offer more relevant, dynamic, and safe content, it is clearly to their benefit. It will give them one more powerful arrow in their quiver as they aim to hit the bullseye of knowing their audiences. Premium publisher data has been underleveraged over the years, but now that dynamic is starting to shift in the other direction.

Publishers have historically allowed DSPs to cherry pick audiences, thereby relinquishing responsibility for curation their inventory. Now because of GDPR and diminished cookie use, publishers would be well served by taking that mantle back. “We know our audiences and content better than anyone else,” should be the rallying cry.

I certainly don’t want to belabor the uncertainty that GDPR has cast over the marketplace, but it will continue to have a sizable effect on how business is conducted. Regardless of how it shakes out, I think we can all agree that the programmatic space needs to pivot away from pure audience targeting and create a more balanced and blended process for targeting. That means that context, data, and great creative should all play prominent roles in engaging consumers in this age of GDPR.

Michael Nevins is chief marketing officer of Smart

All copyrights for this article are reserved to their respective authors.

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Brand Positioning

Brand Refresh And New Digital Experience for Ombudsman Service

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For some, complaining isn’t easy – but Ombudsman Services has created a new industry-leading digital platform to ease the resolution process for disputes between consumers and businesses. It has also launched a new brand identity that reflects the future direction of the business and brand strategy. 

Defining the brand and what digital means for customers and clients has led the digital experience design and helped shape the overall consumer experience. 

 Working in partnership with digital agency Code Computerlove and branding design specialists Halo, the not-for-profit organisation has created a clear brand proposition and digital strategy that is guiding its digital transformation programme.

The new site – www.ombudsman-services.org – has been completely redesigned by Code Computerlove with clearer navigation and user journey. The tone of voice and content has been created to reflect Ombudsman Services’ brand proposition and identity, created by Halo, with straightforward, clear and friendly language.

As the UK’s largest independent multi-sector ombudsman, Ombudsman Services resolved more than 90,000 consumer complaints in 2017 alone. As specialists in the energy and communications sectors, the organisation works with businesses to help them improve their complaint-handling process and customer service more generally.

Jodi Hamilton, head of marketing and communications at Ombudsman Services, said: “The new digital functionality and features we have introduced follow in-depth consumer research – specifically looking at how users are behaving within digital channels and their future demands.

“But this is just the beginning. Digital interfaces provide unrivalled insights and we will be using ongoing performance measurement to continually evolve our digital effectiveness.

“Our aim is to respond to customer needs through the digitalisation of the business, aligning digital with the changing business and brand strategy.

“Improving our digital capabilities lies at the heart of our organisational strategy and the changes that we have introduced are all born out of in-depth user and insight into customer needs.

“Visitors to our site now benefit from a new design, an easy-to-navigate website and a fast, intuitive digital complaints process. The improved platform has also increased internal efficiencies and our ability to respond quickly – something that both consumers and businesses have come to expect in the digital age.

“We also have a wealth of data and we’re exploring new ideas for added value services and ways of working with our partners.

“Overall our aim is to appeal to a wider audience, increase users and make our services accessible and easy to use. We want to deliver a best in breed service to consumers as well as service providers signed up to us.”

Nick Ellis, strategy director at Halo, added: “Working with Ombudsman Services has been an inspiring journey. Developing a strategic proposition and design architecture, that’s both representative of the business today and as it evolves for the future. With all this in mind, we have produced a brand that’s digital first, designed for contemporary consumers, accessible and engaging. A brand that does the right thing.”

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Healthcare Equipment Leasing Market Report 2019 – 2025: Top Key Vendors – Epson America, Evena Medical, Orpyx Medical Technologies, Qardio

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This MGI research report categorizes the Top key vendors in Healthcare Equipment Leasing Market include are Apple, AT&T, Google, Samsung Electronics, Sprint, Telefonica, T-Mobile US, Vendors to Watch Out, Cyberdyne, IHealth Labs, Interaxon, IRhythm Technologies, Lark, Proteus Digital Health, Sotera Wireless, Withings, Emerging Vendors, Biosensics, Cambridge Temperature Concepts, Epson America, Evena Medical, Orpyx Medical Technologies, Qardio.

Get Free Sample Brochure of Healthcare Equipment Leasing Market @ https://www.marketgrowthinsight.com/sample/18221

Apart from this, the valuable document weighs upon the performance of the industry on the basis of a product service, end-use, geography and end customer.

A high focus is maintained on factors such as demand and supply, production capacity, supply chain management, distribution channel, product application and performance across different countries. The report not only offers hard to find facts about the trends and innovation driving the current and future of Healthcare Equipment Leasing business, but also provides insights into competitive development such as acquisition and mergers, joint ventures, product launches and technology advancements.

A quick look at the industry trends and opportunities

The researchers find out why sales of Healthcare Equipment Leasing are projected to surge in the coming years. The study covers the trends that will strongly favour the industry during the forecast period, 2019 to 2025.

Besides this, the study uncovers important facts associated with lucrative growth and opportunities that lie ahead for the Healthcare Equipment Leasing industry.

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Major Classification are:

  •     Short Term
  •     Medium And Long Term

Major Application are:

  •      Hospital
  •     Clinic

Region wise performance of the Healthcare Equipment Leasing industry 

This report studies the global Healthcare Equipment Leasing market status and forecast, categorizes the global Healthcare Equipment Leasing market size (value & volume) by key players, type, application, and region. This report focuses on the top players in North America, Europe, China, Japan, Southeast Asia India and Other regions (Middle East & Africa, Central & South America).

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Key points from TOC:

7 Global Healthcare Equipment Leasing Manufacturers Profiles/Analysis

    7.1 De Lage Landen International

7.1.1 Company Basic Information, Manufacturing Base, Sales Area and Its Competitors

7.1.2 Healthcare Equipment Leasing Product Category, Application and Specification

7.1.2.1 Product A

7.1.2.2 Product B

7.1.3 De Lage Landen International Healthcare Equipment Leasing Capacity, Production, Revenue, Price and Gross Margin (2013-2018)

7.1.4 Main Business/Business Overview

    7.2 GE Capital

7.2.1 Company Basic Information, Manufacturing Base, Sales Area and Its Competitors

7.2.2 Healthcare Equipment Leasing Product Category, Application and Specification

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This Healthcare Equipment Leasing market report holds answers to some important questions like:

  • What is the status of the Healthcare Equipment Leasing market that is segmented on the basis sale as well as types?
  • Which segment will generate more revenue for the Healthcare Equipment Leasing industry in the coming years?
  • Who are the leading international Healthcare Equipment Leasing brands? Which product is consumed more?
  • Which countries are expected to grow at the fastest rate?
  • Which factors have attributed to an increased sale worldwide?
  • What is the present status of competitive development?

Make an inquiry @https://www.marketgrowthinsight.com/inquiry/18221

Related Reports:

Smart Wearable Healthcare Equipment Market Insights – Global Analysis and Forecast by 2025

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Data & Analytics

Mind the GDPR Generational Gap!

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DIGITAL NATIVES MOST EMPOWERED BY DATA RIGHTS

A new study by data specialists Wilmington Millennium reveals that Millennials and Generation Z are the most empowered age groups when it comes to protecting their personal information. Sixteen to thirty-four year olds are the most likely to act on the powers afforded to them by GDPR.

Almost half (48 per cent) of Generation Y and Z have taken some action since GDPR was introduced last May, including requesting their personal information is deleted by an organisation, finding out what personal data is held on them by an organisation or contacting the Information Commissioner’s Office (ICO) to make a complaint. By comparison only a quarter of Generation X and a third of Boomers have taken similar steps.

Millennials are most likely to ask for their information to be deleted, with one in three saying that they have already done this. This rises to one in five for the rest of the population. Generation Z are the most likely to both request a data audit (15 per cent compared to an average of nine per cent) and complain to the ICO with 18 per cent saying they had contacted the Information Commissioner to register a data breach or data processing concern. This compares to just 7.5 per cent for the remainder of the population.

Boomers were the least likely to take any action with only one per cent saying that post GDPR they had contacted the ICO, three per cent claiming that they had contacted a business to find out what information is held on them and 15 per cent requesting that their information was removed from a marketing database.

Comments Karen Pritchard, Director, Wilmington Millennium:

“It is interesting that it is the younger generations that are actively protecting their personal information, rather than the older age groups who have been campaigning for greater control over their data rights for years. The discrepancy between the ages groups is significant – for instance 18 per cent of Generation X versus one per cent of Boomers making a complaint to the ICO. Despite this, it shows that GDPR is having a positive impact with consumers becoming increasingly data savvy. This is a good thing as our research shows that the majority of people now believe that marketing communications are better than they were prior to the 25thMay 2018.”

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