Ogury reveal Personified Targeting, an AI-powered technology
, a global technology leader in mobile brand advertising, has announced the release of Personified Targeting. This is an AI-powered technology that brings the company's unique, in-app audience data onto the mobile web, for highly relevant mobile web targeting, without the use of any personal identifiers.
Ogury's Personified Targeting addresses issues that advertisers have come across year after year when trying to increase their brand awareness. Companies often try semantics and contextual targeting, but these technologies are not very precise and lack audience intelligence. Advertisers can also target individuals through behavioral tracking, but this can be invasive.
Personified Targeting ‘works seamlessly across both app and web environments’ and enables precise reach with relevant audiences, without the use of any user data, identifiers, or device graphs, making it fully respectful of consumer privacy and future proof.
“We’ve expanded our reach and become a cross-environment mobile player with the addition of exclusive, in-web Thumbnail ads,” Sarah Jones, senior director, global product marketing at Ogury. “With Personified Targeting, our advertisers’ campaigns can leverage our unique and powerful in-app audience data for in-web targeting. That means precise reach with relevant audiences across environments, with total user privacy protection land a future-proof execution – no compromises.”
How does it work?
According to Ogury Personified Targeting is fueled by unparalleled personification data. Personification data combines best-in-class contextual and semantic data with unique and powerful audience data at scale. Ogury's audience data gives a deep understanding of publishers' audience’s behaviours and accurate insights into their interests. It is founded on 6 years of proprietary mobile journey data, and continually validated and enriched with:
- Survey responses at scale, generating zero-party, self-declared data
- User ad choices and interactions, providing self-targeting data
Ogury's personification data, mapped to the app or webpage, qualifies the audience of millions of apps and websites and grows richer with each ad served and every survey answered in a highly powerful virtual circle. It is used to personify impressions and enables accurate impression-centric targeting, called Personified Targeting.
ManageEngine Survey Finds Global AI Use Increase
ManageEngine, the enterprise IT management division of Zoho Corporation, has announced results from its recent market study, The 2021 Digital Readiness Survey, finding that 86% of organisations worldwide are using artificial intelligence (AI) more than they did two years ago. However, only 35% of the global respondents reported that their confidence in the technology has significantly increased.
The focus of the study was to understand technological changes in a post-COVID world, in areas such as remote work, security, business analytics, and AI. It was found that organisations worldwide mainly increased their use of AI to improve business analytics (63%), increase operational efficiency (62%) and enhance the customer experience (60%). While a majority of global respondents (94%) believe that AI will meet business expectations—and 65% stated AI had delivered measurable business results—some fears remain around the technology’s performance.
“The potential for AI to improve business efficiency and the customer experience was firmly on show through 2020, with AI handling everything from increased customer service volumes to oversight of self-service processes,” said Rajesh Ganesan, vice president at ManageEngine. “While AI is being handed more responsibility and is applied in more business-critical use cases, our research shows this is a double-edged sword and that more work is needed to embrace the technology and lift internal capability to ensure AI achieves its promise.”
Is business analytics the key to success?
The growing use of AI coincides with a broader trend of using analytics to improve the use of available data and the speed and accuracy of decision-making. In the post-pandemic era, profitability and competition are also driving organisations across the world to invest in business analytics platforms and capabilities.
Business analytics is an umbrella term for several types of analytics—descriptive, diagnostic, predictive and prescriptive.
The biggest user of business analytics by far is IT. An average of 63% of IT departments worldwide cited this in the survey. However, in North America, 67% of executives noted their use of business analytics, which was higher than their IT departments’ use (61%). Business areas such as marketing, sales, human resources, operations and R&D are also showing interest in business analytics but are well behind IT and executives on adoption and actual use.
Other key global findings of the survey
– A mighty 96% of organisations are planning to continue supporting remote workers for the next two years. Concerningly, the report also found that 84% of IT professionals believe that remote workers have increased their enterprise’s security risk.
– More than half (56%) of respondents stated that improving their security infrastructure is a key driver of adopting new technologies.
– 78% of organisations revealed that remote workers download software without obtaining approval from the IT department; this shadow IT mainly included mobile-specific applications (40%), online meeting tools (38%) and document sharing solutions (31%).
– 84% of respondents use more cloud services now than they did before the pandemic began. However, most respondents believe that improved security (56%), performance (52%) and reliability (51%) would increase their company’s confidence in cloud-based solutions.