Dentsu launches proprietary Contextual Data Platform
Contextual Intelligence will help brands deliver relevant and connected experiences for consumers
dentsu UK & Ireland has launched Contextual Intelligence, a proprietary data platform which uses real time consumer insight to target consumers in an effective and compliant way in the cookie-less world.
Contextual Intelligence scans over 1.2M publisher articles and creative pieces of content every day across 96% of UK domains.
The proprietary tool, which is powered by a sophisticated algorithm, analyses the content that consumers are viewing in real time and then accurately pin-points trends, conversations, mood and sentiment, identifying the most relevant places for a brand to attract, inform, entertain and inspire the consumer.
Contextual Intelligence will help brands as they adapt to the significant changes in the data landscape over the last few years primarily led by regulatory changes such as the GDPR, the ICO’s draft marketing code of practice and the demise of the Cookie.
Maddie Armitage, Chief Data & Technology Officer, dentsu UK & Ireland said: “As we head towards a cookie-less world, we have to find new and innovative ways to track and target consumers in an effective and compliant way and we believe context will be a critical lever in helping us achieve this goal.
“Contextual Intelligence powers human connections by analysing and activating real time consumer insights to place brand messages exactly where they need to be, delivering the right message to the right audience at the right time. As the only holding company in the UK to have this technology in-house, dentsu has a unique opportunity to support brands to deliver best-in-class solutions that help them reach and engage with their customers.”