July 11, 2018
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RecordedFuture, at first glance, is scary. It’s one of those projects that brings the saying “with great power comes great responsibility” to mind. The company has developed a platform for providing momentum and sentiment ratings around two conceptual abstractions: events & entities. Its system is continually scanning “thousands of high-quality new publications, blogs, public niche sources, trade publications, government web sites, financial database, and more,” then making that available via the Recorded Future News Analytics API. This type of news aggregation and processing is a level of awareness that no single human could otherwise obtain. From a theoretical perspective, having a tool such as this at one’s disposal would create a huge information advantage. Could this be called an information weapon?
With the average person spending a substantial amount of time online everyday and having access to at least one kind of mobile device, the field of digital advertising has an incredible opportunity to meet consumers face to face; on their personal devices. For this kind of advertising to reach its full potential, there needs to be an accurate way to measure its accuracy and effectiveness in order for it to be a lucrative part of a brand advertising budget. That's where Vizu and its Vizu API comes in - a tool for gathering real-time information about online customers and audiences.