RyanCap’s marketing technology business Foxcatcher announces the launch of WorldView Sentinel to protect programmatic ads against negative brand events and sentiment.
In response to increased cybercrime incidents, WorldView Sentinel recognises major events and acts in real-time to action campaign changes, pausing or changing programmatic creative messaging accordingly.
Sentinel uses natural language processing and AI to identify brand risks to pause or divert digital marketing campaigns, including specific keyword buzz, which can be used to detect impending crises, inform email communication and PR management for brands.
WorldView Sentinel can fully capitalise on real-time programmatic execution across all major channels - CTV, dOOH, Display, Video, and Audio - minimising further fall-out from perceived insensitive messaging and conserving marketing budgets during adverse events.
Sentinel is now available for programmatic managed service through Foxcatcher and via API to agency DSP’s.
WorldView Sentinel provides a quantifiable measure of brand sentiment and the impact of cybercrime and news cycles which can now be brought to life and reflected in digital campaign activation. Sentinel can measure brand sentiment and quantify and automate strategy execution according to its cycle during positive and negative events.
Foxcatcher managing director David Gaskill said: “In the last quarter, we have seen an increasing number of brands impacted by data breaches and negative PR, which presents a challenge for marketing teams unilaterally.
"WorldView Sentinel offers an automated, intelligent way for brands to act efficiently from a centralised control centre based on pre-defined scenarios.
“Programmatic is the only platform that can provide brands the ability to action changes in real-time across all screens. Never has this been more important or presented as great an opportunity as now when cybercrime and bad actors increasingly target digital businesses.”
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