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How data should work: a CNN perspective

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The value of an audience is diminished if a company doesn’t understand it. It’s for this reason that real-time data insights play an important role in every part of a media company’s business, writes ROB BRADELY at CNN.

When did data become the zeitgeist of modern media? It’s hard to put your finger on any exact moment, but what’s beyond doubt is that the influence of data is here to stay and will only grow. To understand an audience, feed an algorithm or inform real-time bidding – data and insight have roles to play in every part of a media company’s business.

No more so than at a company like CNN. We’ve built up a huge digital audience at scale over the years, but the value of that audience is diminished if we can’t understand it, respond to our users’ behaviour and harness the insight for our advertisers. Sounds a mighty task, right? Well, it would be downright impossible if we didn’t have data insight.

Take, for instance, how data works in understanding and targeting an audience. Is it better to start with a large audience dataset then narrow in and optimise targeting or better to start with a tight dataset and broaden if delivery is hard or it’s underperforming?

Having worked with publisher data using several data management platforms for four years now, I’ve come to understand that this balance is vital to the success of a data-targeted campaign. Utilising the platform to create both broad and tight datasets to optimise dynamically against is key. Specific segments should be fluid because one set audience won’t always behave the same for every campaign. By using the real-time data insight and reporting back to the client, the marketing message can be tailored for best success during the campaign or the next.

The bad news for smaller publishers is that only large scale allows you to start big and tighten in segments to meet performance goals. Without the scale in the first place, where do you go to optimise? Some Western European and US media owners can utilise third party data, but other regions will struggle to find meaningful volume of accurate data, or indeed, any data at all.

Scale can be bought in other ways, of course – huge audiences are available to any advertiser happy to be cast adrift in an ocean of inventory. Even I can put money into Facebook to boost a post on a hobby page if I wanted to target a group of users by demographic or interest anywhere in the world. However, what about context, environment and a site’s natural audience harnessed over years of providing quality content? This means something before data even enters the room.

Programmatic trading struggled for credibility in its formative years, but as premium publishers entered the arena programmatic became a means to reach upscale audiences. With premium publishers also comes reassurance around ad fraud – we like humans seeing our ads not bots – and marketers could take heart that even without the data to back up the results, they broadly knew what type of upmarket users their message would be reaching.

We need to be wary of an over-reliance on data because a great creative solution in a relevant environment can succeed on its own, and we don’t want to risk creeping out a user by over-targeting them; but, overall, the positives far outweigh the negatives as long as we’re sensible. In fact, data-informed decisions about capping frequency of ads and re-targeting can enhance the user experience and make our audience less likely to want to install that pesky ad-blocker.

However, for me, the biggest opportunity for using data to its full potential is in the area of reporting. Not so long ago a tedious chore delegated to the most junior member of staff, data-rich reporting is enabling publishers to deliver true audience insight to clients. At a time when there’s so much competition for ad dollars, the onus is on the publisher to go beyond the click through rate.

There’s a whole range of complex metrics – viewability, engagement, dwell-time and audience behaviour before, during and after they visit our site – that we can use to tell an important story: what type of audience saw your ad, how did they react to it, what was their next step, and how we can better serve them in the future. Only then, can we as an industry truly say that we’re not just relying on scale, and that we really understand the opportunity of the data revolution.

* Rob Bradley is director of digital advertising revenue and data at CNN International

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How we use phones to avoid human contact

A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.

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Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances. 

Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?

The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.

In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.

Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.

Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”

To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:

·         I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?

With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.

·         Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?

Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.

·         I’ve lost my phone! How will I keep myself entertained now?

Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.

 

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Five key biometric facts

Due to their uniqueness, fingerprints are being used more and more to quickly identify and ensure the security of customers. CLAUDE LANGLEY, Regional Sales Manager, for Africa at HID Global Biometrics, outlines five facts about the technology.

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How many times in a day are you expected to identify yourself? From when you arrive at work you are required to sign in, visiting your bank, receiving healthcare services… The list is endless. When a system knows who you are, you are able to do any number common, everyday activities. Your identity is unique and precious. It is also easily stolen and the target of many hackers across the globe. Technology is constantly evolving alongside the criminal element, always looking for ways to protect data and identity. One such solution happens to be biometrics and it is rapidly gaining traction in our increasingly complex modern world.

Reliable, secure and fundamentally YOU, unique biometric traits such as fingerprints are being used by banks, enterprises and consumers to verify identity. Biometric solutions offer significant identity protection because they use unique biological details to ensure an account is only accessed by the account holder, a door only opened by the owner. Here are five things that are little known about this technology…

  • The uncut identity. Your fingerprint is unique to you. Nobody can use a copy of it to impersonate you. Good technology is capable of scanning down into the layers of the fingertip to differentiate unique elements of a person’s fingerprint, this data is then encrypted and used as a key to unlocking whichever physical or virtual door that the biometric system protects.
  • The living proof. No, there is nothing to the stories of fingerprints being used without their owner’s knowledge or permission. Biometric solutions can use specific variables to determine if the finger used to access the system is that of a present, living person.  A copy or a fake cannot be used to access a cutting-edge biometric solution.
  • Easy and convenient. Queues and documents and paperwork may well be a thing of the past should biometrics take a firmer grip of government and banking systems. The process of registering is easy, and access to identity documents and records is yours alone.
  • Security blanket. A thousand passwords and a hundred post-it notes stuck on walls and drawers.  An excel file with a list of sites and applications and their corresponding passwords, all a thing of the past.  Nobody needs to remember their password with biometrics, they only need to show up.
  • Anywhere is cool. Schools, airports, networks, offices, homes, toilets, banks, libraries, governments, border controls, immigration services, call centres, hospitals and even clubs and pubs – knowing “who” matters and biometrics can quickly and conveniently confirm your identity where needed.

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