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BUSINESS PRODUCTS & SERVICES | Advertising, Marketing & PR
almondnet.com

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Founded Year

2000

Stage

Unattributed | Alive

Total Raised

$9.31M

Last Raised

$4.65M | 9 yrs ago

About AlmondNet

AlmondNet has developed a suite of targeted advertising solutions and products, focused on R&D and the licensing of its portfolio of enabling technology and Intellectual Property covering numerous areas of the targeting landscape and ecosystem, including profile based bidding, behavioral targeting, online and offline data monetization, addressable advertising, and multi-platform advertising.

AlmondNet Headquarter Location

134 Spring Street Suite 302

New York, New York, 10012,

United States

212-219-5149

Latest AlmondNet News

Best Practices for Marketers to Navigate Sensitive Data

Sep 10, 2018

Email address: Michael Benedek is the President and CEO of an online data marketplace Datonics (www.datonics.com), an AlmondNet Group company. Benedek was most recently President of AlmondNet Data Division and joined AlmondNet in 2000 as Vice President, Business Development. His experience extends to over 20 years in the Internet, financial services and healthcare fields while based in New York and in Tel Aviv. He holds an MA degree in International Affairs (International Political Economy) from the Norman Patterson School of International Affairs in Ottawa, Canada and a BA degree from the University of Western Ontario in London, Canada. We’re working on getting more articles from this author! We’re working on getting more articles from this author! Digital marketers are adept at using data to reach audiences. Yet navigating the various types of data can be complicated. Michael Benedek, CEO of online data company Datonics provides tips on working with sensitive data In the online world, marketers have been using data to power campaigns for over a decade, and data has been used to power offline campaigns for even longer. In that time, coupling more sophisticated technology and granular data has allowed marketers to micro-target audiences with very specific characteristics, interests and past behaviors. For the most part, this level of granularity has been a huge benefit to marketers and consumers, as it has allowed ads and incentives to reach the right people. However, marketers are also becoming more aware that certain data can be sensitive, even when it is anonymized. Predictive Marketing Analytics Buyers Guide for SMBs Technologies offering advanced analytics, was once a domain only large enterprises could afford investing in. Regulations like the General Data Protection Regulation (GDPR) in the EU and the recently introduced California Consumer Privacy Act are two examples of how governments are working to offer consumers data protection. There have also been numerous cases of data being inappropriately used to target audiences on Facebook and other platforms, the  recent disclosure  into the midterm elections being a recent example. In light of such occurrences, sophisticated marketers understand the need to leverage only the highest quality data sources activated within brand-safe environments, and in a manner that aligns with target prospects’ needs. Yet in a sea of data, it can be hard to navigate best practices. Below is a handy guide for marketers on certain types of data that can be considered sensitive and how to best apply such data to digital campaigns. 1. Health Data:  A broad category, health-related data can cross between perfectly suitable to highly sensitive. A general rule of thumb is that data related to healthy living and fitness is appropriate to use for digital campaigns. For example, data relating to website visits to fitness-related websites versus data relating to a health condition. One caveat to this general rule is for marketers to be aware of the messages being conveyed for these products. For example, ad campaigns for diet pills have notoriously deceived consumers with false messages of promised weight loss. In order to maintain consumer trust, marketers within these categories need to be extra careful and extend genuine messages to their target audiences. Outside of healthy living and fitness, many facets of health data are protected by HIPAA regulation. Healthcare marketers should be cautious and work with data partners who are specifically experienced within this vertical and can help guide on appropriate targeting techniques. Consumers are very sensitive to even the most common ailments being exposed via a retargeted ad. For example, a woman might feel embarrassed to receive an ad for an over-the-counter medication to treat menstrual cramps. Ads for other common drug types like birth control or acne can instill negative connotations in the customers to whom they are being served. 2. Gambling Data: While some consumers might enjoy gambling and casino hotel destinations, being targeted for such activities might offend some consumers and marketers within this category should approach data related to such activities cautiously. In order to minimize offending consumers, marketers can focus on the destination versus the gambling activities to draw in consumers. 3. Pornography: 4. Religion/Ethnicity: Not using these highly personal characteristics to target advertising might at first seem obvious, but the practice is still fairly prevalent. For example,  until recently  advertisers were able to exclude certain segments that pertain to religion and ethnicity on Facebook. In response to criticism of this functionality and potential violations of laws like the Fair Housing Act, Facebook has limited its targeting options by removing the ability to exclude these groups. Unless your product is specifically designed for an ethnicity or religion, marketers should not be using such attributes in their targeting. Furthermore, data companies shouldn’t offer such segments because their usage is open to abuse. The most important principle to remember when using data is to respect the consumer by allowing them to opt out of data collection and maintain a level of privacy online. Participating in initiatives such as AdChoices, which allow consumers to opt out of data collection from specific vendors, is critical to keeping consumer trust. While certain data types can be sensitive, it’s also important to remember that the majority of data is safe, and marketers can feel confident to tap into many forms of data to improve the effectiveness, cost and quality of their campaigns. Did you find this useful? Yes

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Expert Collections containing AlmondNet

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AlmondNet is included in 1 Expert Collection, including ad tech.

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AlmondNet Patents

AlmondNet has filed 36 patents.

The 3 most popular patent topics include:

  • Social networking services
  • Promotion and marketing communications
  • Google services
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Social networking services, Promotion and marketing communications, Internet advertising methods, Google services, Online advertising

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Social networking services, Promotion and marketing communications, Internet advertising methods, Google services, Online advertising

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