Read the following case study and then answer the questions that follow: As a child, Chris Kunene took notes on the commercials that interrupted his Saturday morning cartoons. He noticed a mismatch between many shows and the products advertised during them. Chris shared his thoughts with his grade three teacher, looking for reasons. “Well,” said his teacher, “it looks like someone is not doing their job.” Today, Chris has turned his contextual marketing hobby into a career, overseeing data product and insight practices at Kargo. Kargo is a global mobile-first, editorial-led marketplace of unique multi-channel advertising and commerce opportunities for brands. The advertising technology company creates and delivers advertising campaigns to a large audience of smartphone users, using contextual advertising, without sacrificing brand safety or security against advertisement fraud. As the advertising industry moves away from third-party cookies due to privacy concerns and changing technology, many advertising technology companies are scrambling to find new ways to target relevant consumers. Kargo stays ahead by prioritising data-driven contextual advertising over the cookie approach. Contextual advertising is nothing new. From newspaper and magazine display advertisements to TV and web page placements, contextual adverts have matched brand messaging to relevant content for decades. But today’s advancements in big data, automation and artificial intelligence have amplified the power of contextual advertising. Using IBM’s Watson, Kargo can refine contextual signals within the publishers they support, compiling and clustering by customer interests, habits and challenges. Through this approach, Kargo obtains a deeper understanding of the reader, which it uses to build relevant advertising experiences. These experiences help with the value exchange by bringing relevant brand messages aligned to their adjacent stories. Q. With the use of examples applicable to the case study, explain how data can be transformed into information and knowledge.
Read the following case study and then answer the questions that follow:
As a child, Chris Kunene took notes on the commercials that interrupted his Saturday morning
cartoons. He noticed a mismatch between many shows and the products advertised during them.
Chris shared his thoughts with his grade three teacher, looking for reasons. “Well,” said his
teacher, “it looks like someone is not doing their job.”
Today, Chris has turned his contextual marketing hobby into a career, overseeing data product
and insight practices at Kargo. Kargo is a global mobile-first, editorial-led marketplace of unique
multi-channel advertising and commerce opportunities for brands. The advertising technology
company creates and delivers advertising campaigns to a large audience of smartphone users,
using contextual advertising, without sacrificing brand safety or security against advertisement
fraud.
As the advertising industry moves away from third-party cookies due to privacy concerns and
changing technology, many advertising technology companies are scrambling to find new ways to
target relevant consumers. Kargo stays ahead by prioritising data-driven contextual advertising
over the cookie approach.
Contextual advertising is nothing new. From newspaper and magazine display advertisements to
TV and web page placements, contextual adverts have matched brand messaging to relevant
content for decades. But today’s advancements in big data, automation and
have amplified the power of contextual advertising.
Using IBM’s Watson, Kargo can refine contextual signals within the publishers they support,
compiling and clustering by customer interests, habits and challenges. Through this approach,
Kargo obtains a deeper understanding of the reader, which it uses to build relevant advertising
experiences. These experiences help with the value exchange by bringing relevant brand
messages aligned to their adjacent stories.
Q. With the use of examples applicable to the case study, explain how data can be
transformed into information and knowledge.
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