Foxcatcher launches Worldview Sentinel to combat cybercrime and negative brand sentiment
RyanCap’s Foxcatcher has launched WorldView Sentinel to protect against negative brand and categories events and sentiment.
The announcement:
RyanCap’s technology specialist, Foxcatcher, announces the launch of WorldView Sentinel, the latest product in the WorldView suite to protect against negative brand and category events and sentiment.
WorldView Sentinel was developed in response to increased cybercrime incidents in the last six months. The advanced model recognises major events and acts in real-time to action campaign changes, pausing or changing creative messaging accordingly. Sentinel uses natural language processing and AI to identify brand risks to pause or divert digital marketing campaigns.
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 considers the effect on consumers and enables brands to take a measured approach to communication and marketing. It can measure brand sentiment and quantify and automate strategy execution according to its cycle during positive and negative events. The platform also generates sentiment and ‘key theme’ reporting, including specific keyword buzz, which can be used to detect impending crises, inform email communication and PR management for brands.
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. Staying true to the Foxcatcher ethos of ‘creating more thoughtful connections between brands and customers,’ 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.”
Foxcatcher is delivering audience management and programmatic marketing services to over 80 clients in Australia and globally through the application of WorldView and is a key partner in managing their first-party data.
Source: RyanCap
