710310Idio RARE (Real-Time Advertising Relevance Engine)ClosedGRD Proof of ConceptInnovate UKRARE (Real-time Advertising Relevance Engine) will be a cloud-based Software-as-a-Service tool that pioneers the use of Natural Language Processing in the world of real-time-bidding to deliver the next-generation of hyper-relevant, timely & socially responsible digital advertising. By employing high-performance semantic processing RARE will build real-time anonymous profiles of individuals’ contextual interests, based on their consumption of media content across the web. Combined with real-time decisioning capabilities only previously available within controlled CRM environments, it will automate the process of optimizing the bidding, targeting & personalisation of advertising, providing significantly better return on investment for advertisers & more relevant, helpful & timely brand communications for users. RARE will build up a profile of each individual as they browse the web, based upon the meaning behind their interactions with websites. With each interaction, the person’s model becomes richer & understands their intentions & their journey more. By using a unique blend of standard & proprietary recommendation techniques, RARE will decide what the most relevant advert is for the individual, considering their current context, past behaviour & their predicted journey. Privacy is obviously an important topic when discussing tracking & advertising on the web. RARE will be designed & developed with privacy as one of the key pillars, & will investigate options for anonymisation & expiration of data, as well as opt-out & data transparency controls. One fundamental requirement is the collection of a pool of anonymised data to inform certain aspects of the recommendation engine. RARE will ensure this data cannot be tied back to the individual, & that the use of data in this way is clearly & effectively communicated to users