1. How do you integrate video advertising technologies to align with business objectives such as revenue growth and brand visibility? 

The ecosystem of AdPlayer.Pro’s solutions is designed to facilitate digital ad companies in their specific business needs. Namely, when it comes to revenue growth, we empower our partners to unlock new monetization opportunities and new revenue streams by supporting programmatic Demand integrations, including Prebid.js support, alongside the standard Google IMA, VAST / VPAID / SIMID and direct deals with premium advertisers, hence helping them maximize fill rates and revenue outcomes across all platforms.

In addition to supporting a variety of ad waterfall options (parallel, sequential and performance-based), AdPlayer.Pro enables customers to use our video header bidding solution with Prebid.js support, taking advantage of this ad inventory sale approach when needed. 

In this respect, we have also recently released our featured Video Header Bidding Module for Prebid.js, specifically designed for tech-savvy publishers, working with Prebid Demand partners, to help them set up video campaigns as effortlessly as possible. 

As for the brand visibility aspect, the AdPlayer.Pro ad-enabled video player is fully customizable, both when it comes to its performance specifications and the brand stylistics, helping our partners to configure all of it, according to their brand guidelines. 

More importantly, being committed to driving innovation and equipping our business partners with high-end quality advertising tech, fully-compliant with all major standards, we’ve also ensured support of Open Measurement SDK for Web Video (OMID) in our products, enabling their access to the more precise ad visibility verification and invalid traffic (IVT, SIVT) detection tools. 

2. How do you address operational complexities related to configuring and launching video ad campaigns across multiple platforms? 

One of the core benefits of our ad-enabled video player is its absolute compatibility with the third-party ad servers; it’s server-agnostic, so to speak, and its ultimate simplicity of integration across all platforms and screens, from desktop and mobile web, to mobile apps, CTV and AMP pages. 

The only thing required is to configure all player features, either via the platform dashboard or the player JS code, then add the player code to the publisher’s digital properties. 

Notably, publishers working with Prebid Demand vendors won’t need to take any extra steps, i.e. integrate Prebid.js into their websites beforehand, since the AdPlayer.Pro player initiates Prebid.js for them.

3. How do you stay informed about evolving video advertising trends to ensure your organization remains competitive in customer engagement strategies? 

AdPlayer.Pro has become an active member of industry-specific bodies and organizations, like Prebid.org, hence contributing to the development of next-gen ad tech solutions and helping to improve the global digital ad ecosystem. 

In addition, our team members have been continuously taking part in a wide variety of digital advertising expos & conferences, being able to exchange our outlooks on the industry evolution and expand our expertise in the market-specific enhancements. 

Non-surprisingly, though, the scope of sources of knowledge in the current digital realities is, certainly, endless, and also includes our ongoing communication and expertise exchange with other industry leaders, digital ad analysts, premium ad customers, and much more. 

And, certainly, we are committed to a customer-centered approach, meaning that it's our business clients who shape the course of our product evolution. 

4. How does your organization maintain transparency with customers regarding data collection and usage for video ad personalization purposes? 

Even though, as an ad tech provider AdPlayer.Pro doesn’t collect any End User Personal Data, our flagship products are compliant with all data privacy requirements, including IAB’s TCP and CPRA-specific regulations.

More importantly, the AdPlayer.Pro platform allows integrating a broad range of End User consent features, fully customizable, based on the customer’s particular business needs. 

5. How are you adapting to the phasing out of third-party cookies and the shift towards first-party data in video advertising? 

From the very beginning, our team has designed the AdPlayer.Pro digital ad technologies with the primary focus on our customers’ requirements. 

In this respect, when it comes to cookies and the use of our partners’ first-party data, it’s absolutely effortless to configure a vast array of targeting capabilities for each specific ad placement, likewise as apply any custom audience targeting preferences, either by integrating a custom targeting script into Demand Tags or on an Ad Placement (Player Code) level. 

6. What investments are being made to enhance your organization's video advertising infrastructure and capabilities?

The AdPlayer.Pro team has always been focused on the continued development and enhancement of our flagship products, aiming to help our business partners maximize their revenue results. 

Namely, over the past months, we’ve centered our efforts on the upgrade of our available programmatic ad capabilities and Prebid-centered functions in order to meet our partners’ current demands. 

In addition, our ad-enabled video player also undergoes continuous upgrades, so that it’s compliant & compatible with all video ad standards and formats and ensures the flawless video ad delivery across all platforms and screens.   

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1. How does your organization use influencer marketing and social media management to drive revenue growth in the current digital landscape?

At Later, we work with brands like ESPN, L’Oréal, Adobe, and General Mills to run and scale influencer and social campaigns that drive measurable business outcomes. Our platform helps teams manage these programs end-to-end, or gives them the tools and data to run them in-house. We analyze billions of data points across social posts, creator activations, and conversions to understand what drives revenue—not just impressions or engagement. This helps brands move from experimental influencer campaigns to systematic, performance-driven programs. Internally, influencer marketing is also proving to be one of our most efficient growth channels. We’ve seen it outperform traditional paid channels and improve downstream performance when creator content is used across email, organic, and web.

2. What challenges have you encountered in adopting platforms that combine influencer campaign management, social media publishing, and analytics?

The real challenge isn’t with the platform—it’s with changing how teams operate. Marketers are used to managing influencer campaigns, publishing, and analytics across multiple disconnected tools. That patchwork has become the norm.

Adopting an integrated system streamlines the work, but it often requires teams to rethink their workflows and how they collaborate.

3. In what ways are you utilizing creator content to enhance customer engagement and build brand loyalty?

We help brands use creator content to drive deeper engagement and long-term loyalty—not just awareness. It works because it feels personal and trusted: 92% of consumers trust influencers more than traditional ads, and that jumps to 94% for Gen Z.

By integrating influencer and affiliate programs, brands can turn creators into ongoing advocates—building trust across the funnel, from discovery to repeat purchase.

4. How does your organization attribute revenue generated from social media channels to specific marketing activities?

We use cross-platform analytics to show how social and creator campaigns drive results throughout the funnel—from first touch to purchase. Since acquiring Mavely, we’ve expanded our capabilities at the bottom of the funnel, helping brands connect content to conversion with greater clarity.

As of 2024, this approach has contributed to Mavely reaching a $1.4B GMV run rate, reflecting significant growth in sales driven by creator-led campaigns.

5. What strategies are employed to ensure cross-functional collaboration in executing social revenue initiatives?

We foster collaboration by aligning teams around shared goals and performance data. From there, we connect top-of-funnel social metrics—like impressions and engagement—with bottom-of-funnel outcomes such as e-commerce sales. The key is measuring ROCS (Return on Creator Spend) and comparing it to other marketing channels. In other words, how much would we need to spend on paid social to drive the same results? Ideally, for every dollar invested in creator marketing, we generate more revenue than we would through traditional paid channels.

6. What plans are in place to stay ahead of emerging trends in the creator economy and social commerce?

Later is already built to power the creator economy end to end for both brands and creators. With the acquisition of Mavely, we’ve expanded further into performance and affiliate, enabling full-funnel, revenue-driven creator programs.

We’re also heavily investing in AI to streamline key workflows such as creator discovery, campaign setup, and performance optimization. The goal is to help brands and creators scale faster with less manual effort. We’ll have a lot more to share more with you on this soon.

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1. How is your organization adapting its data security strategies to incorporate zero-trust principles, especially in the context with Google Workspace?

Zero-trust isn't just a buzzword for us—it’s a foundational principle. At Qanapi, we've embraced zero-trust principles by ensuring that robust security is enforced at the most granular level—applying our three core principles of encryption, policy and identity at the data object level. Our Key Management Service integrates with Google Workspace to enable Client-Side Encryption (CSE), empowering organizations to maintain exclusive control over their encryption keys, ensuring that sensitive data remains protected even from the platform provider. This approach aligns with zero-trust by verifying every access request, thereby enhancing overall data security. 

2. How are you leveraging solutions to enhance control over data encryption and meet regulatory requirements such as GDPR, and CMMC? 

We started by asking, “What’s the point of encrypting your data if you don’t know who has access to the keys?” That question drives everything we do at Qanapi. Our platform is built to give organizations full control over where their encryption keys reside and how they’re governed—helping organizations ensure data sovereignty and meet compliance requirements across diverse sectors. Our Key Management Service, which enables Google Workspace Client-Side Encryption, enhances organizations' security posture and compliance. That separation of keys from data is crucial for meeting frameworks like GDPR, HIPAA, and CMMC. Our granular level access permissions and policies ensure only authorized users have access to sensitive data, and our auditing and monitoring capabilities allow real-time visibility into who is accessing what data and when. It’s also now available within ATX Defense’s CMMC Space certified environment, extending our support for defense contractors handling Controlled Unclassified Information.

3. What technologies are currently employed to manage encryption keys, and how do they integrate with your existing cloud infrastructure?

Our Key Management Service is built to give organizations full control over their encryption keys—without slowing anything down. It’s FIPS-validated, cloud-agnostic, and integrates directly with Google Workspace Client-Side Encryption, so data gets encrypted before it even hits Google’s servers. Designed for simplicity and scale, our KMS integrates smoothly into the native Google Workspace experience—supporting Docs, Sheets, Slides, Drive, Meet, and Calendar—so users can keep working without disruption, while security and compliance teams maintain complete visibility and control.

4. In what ways are you streamlining the deployment of encryption solutions to improve efficiency and reduce operational bottlenecks?

One of the biggest challenges with encryption has always been the complexity. We’ve worked hard to remove that. With Qanapi, teams can integrate data-level encryption and key management using just a few lines of code—it’s quick to deploy and doesn’t require reworking existing systems. We’ve also made sure it fits into the environments our customers are already using, whether that’s in the cloud or on-prem. And from a user perspective, it’s designed to run in the background. People can keep using the tools they know, while security and compliance teams maintain full control under the hood. It’s about making strong encryption easy to adopt—not something that slows everything down.

5. How are you ensuring that your encryption and key management approaches remain adaptable to changes in technology and regulatory landscapes?

We designed our API to be crypto-agile and library-agnostic. We support popularly used frameworks in cyber security like AES-256 or RSA-2048 and are ready for the post quantum world with FIPS-140-2 and quantum resistant encryption formats, so organizations can apply their choice of encryption standards to new and legacy data as threats and regulatory frameworks evolve.  

6. How is your organization preparing for emerging trends in data security, such as quantum-resistant encryption and advanced key management solutions? 

Quantum computing will break a lot of the encryption we rely on today—it’s not a question of if, but when. At Qanapi, we’re helping advance with NIST compliant, quantum-hardened FIPS validated algorithms. We’re also tackling the “store now, decrypt later” threat imposed by malicious actors by building infrastructure that supports cryptographic agility, empowering organizations to apply the latest NIST-recommended encryption standards to both new and legacy data. We’re also focused on securing data in the era of AI. Our technology allows organizations to innovate safely—protecting against AI exposure and data poisoning without slowing progress. 

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1. How can brands foster more emotional bonds with customers, and why is it so important to do so?

Emotional bonds aren't just "important" for businesses anymore — they're make or break. I think as consumers ourselves, we all understand that pretty well. I mean, when I connect with a brand personally, I don't just shop there occasionally…I become their unofficial ambassador.

The challenge is that building a brand customers love has typically been limited to delivering great products and great customer service. Because, let's face it, it was always much harder to achieve that with truly great marketing. Highly personalized, contextual marketing has been too hard for brands to achieve with the tools and technologies they had available to them.

AI is shattering these limitations – not incrementally, but completely. We're witnessing a radical shift where every single customer touchpoint can be uniquely tailored to each customer’s needs and context. When we use AI to personalize at human scale – making every email, push notification, or interaction feel like it came from someone who deeply understands you – customers don't just feel satisfied, they feel a genuine emotional connection.

2. How does a shift from transactional incentives to emotional drivers in marketing influence brands’ approach to customer loyalty?

We all know that coupon shoppers aren't loyal shoppers. They may provide a quick hit to your quarterly KPI, but they won't help you build a lasting brand. True loyalty only emerges when your brand means something deeper than the price tag.

And you really can’t make your brand mean something to a customer if you don’t understand your customer. So at the heart of the shift from transactional incentives to emotional drivers is a deep, connected understanding of customer data. Not siloed data living in disconnected systems, but a unified view that reveals who customers truly are and what genuinely motivates them.

3. What role does post-purchase engagement play in converting customers into brand advocates?

The post-purchase experience is where advocacy either solidifies or dies, but it’s really common for marketing teams to underestimate its importance! We obsess over acquisition but then revert to generic communication after purchase.

Of course, there are a lot of customer service-related actions that play a role in driving post-purchase loyalty… easy returns, for example (in a similar vein, our loyalty report with EMARKETER found that services like available customer support and free delivery are key to customer retention).

But don’t overlook the impact that genuine emotional connections and deep personalization can have in post-purchase, too. Personalized recommendations and follow up communications, reminding customers when it might be time for a product refill… these post-purchase, personalized touches can play a huge role in helping brands strengthen their relationship with customers.

4. How can brands ensure consistency in emotional engagement across various customer touchpoints and channels?

The fragmented, channel-by-channel approach to emotional engagement isn't just ineffective—it's actively damaging the connections we're trying to build with customers. When Monday's email feels deeply personal but Tuesday's push notification screams "generic discount," we're not just missing an opportunity; we're eroding trust.

This is where AI really makes a difference, particularly now as agentic AI is making marketing more autonomous. Brands can leverage agents to create this kind of message consistency across every channel —  from email and SMS to social media and in-app notifications — and can do that at scale for every customer. It lessens the manual burden of trying to create this kind of experience, and unlocks a level of scale that really hasn’t been possible until now. With AI, you can ensure that every customer is receiving a personalized, consistent experience with your brand, attuned to the emotional drivers they actually care about.

5. How can organizations address potential trust issues that may arise from negative customer experiences or brand missteps?

Trust isn't built through perfect execution. It’s built through authentic human response when things inevitably go wrong. It's how you handle the stumbles that defines your brand's emotional connection with customers. When missteps happen (and they will), transparency isn't just the ethical choice; it's the only strategy that preserves the emotional bonds we work so hard to create.

Along with that transparency, there needs to be clear value creation. If customers don't believe that sharing their data results in genuinely better experiences that matter to them personally, you’ll never build a strong relationship. We need to fundamentally reimagine the value exchange between brands and customers — transforming data collection from a transaction into a partnership where both sides clearly benefit from deeper, more meaningful connections.

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1. How is your organization adapting its retail media strategy to capitalize on the projected growth of in-store retail media spending, expected to exceed $1 billion by 2028? 

Yes, in-store growth is largely driven by the rise of brick and mortar stores becoming more and more digital. While 99% of retail media ad dollars are allocated to digital, 83.7% of retail sales still occur in brick-and-mortar stores (source). 

We’re approaching in-store media the same way we approached on-site, off-site, and social. Our goal is to act as the orchestration layer that allows RMNs to both monetize effectively, and to manage in-house initiatives with third-party messaging. In-store inventory management allows retailers to execute across the full workflow required to support advertiser expectations and their own ad sales business. 

“The projected $1 billion in-store retail media opportunity reflects how fast physical retail is becoming part of the digital ad ecosystem,” said Evan Bowen, chief business officer at Placements.io. “We’re helping Retail Media Networks unify their in-store and digital efforts with our technology as the orchestration layer. We’re streamlining workflows, aligning messaging, and enabling smarter monetization at every touchpoint.” 

2. What challenges have you encountered in integrating platforms with in-store digital signage systems to streamline ad sales and campaign management? 

Integrating with in-store digital signage introduces complexity, especially when systems vary widely across retailers. Advertisers are demanding the same level of visibility and attribution they expect from digital channels, including performance metrics tied directly to sales outcomes.

We recently completed an integration with Vistar Media to help standardize these experiences. Our focus is on normalizing data flows and creating a seamless orchestration layer that helps retailers deliver campaign results with confidence and clarity.

“As in-store media matures, advertisers expect digital-level performance and accountability in their physical –not just digital– environments, too,” said Evan Bowen, chief business officer at Placements.io. “Our integration with Vistar Media is helping close that gap. By unifying reporting, attribution, and campaign management, we help retailers deliver the metrics advertisers want and the operational efficiency they need.”

3. How do you balance the introduction of in-store advertising with maintaining a positive and non-intrusive customer shopping experience? 

It's important to note that despite the surge in digital ads, brick-and-mortar stores remain dominant in retail sales, accounting for approximately 83.7% of U.S. retail sales as of 2024 (Fit Small Business). This shows the significance of in-store environments in influencing purchase decisions.

“Despite the digital boom, brick-and-mortar still dominates the retail landscape,” said Bowen. “That’s why retailers are investing in the full in-store journey, from pre-visit inspiration to on-site signage and checkout. In-store media is no longer a silo, it’s a measurable, attributable part of the marketing stack.”

Successful retailers own their customer journey using loyalty and omni-channel content experiences, and they know their audiences inceptionally well. The in-store experience involves pre-store, in-store, and checkout customer journey, all pieces owned by the retailer in a trusted customer relationship. 

In-store signage fits neatly into the customer journey, where measurement, engagement and conversion can be attributed for the sale like all other touchpoints. Placements enables retailers to integrate in-store into their marketing stack for optimal customer experience and attribution.

4. How is your organization leveraging data from in-store media interactions to personalize advertising content and improve targeting accuracy? 

“Placements.io is focused on enabling retailers to process and activate performance data from multiple channels, including in-store, to achieve campaign optimization,” said Bowen. “Placements’ orchestration of media, customer data signals, and ad serving options make this achievable for retailers.” 

5. What metrics are used to assess the impact of in-store digital advertising on customer behavior and sales performance? 

Nearly a third (31.5%) of shoppers make immediate purchases after in-store discovery, compared to 19.1% who do so after online discovery.

The big question is did a customer see, while in-store, the signage messaging? Some technology is in place to achieve these measures, however the ‘exposed vs not-exposed’ measure has a high margin of error. The next measure is did a customer, or customers, purchase the products advertised on in-store screens while they were shopping? Product sales data shows the lift % in each store, for each product and product category, versus a holdout control basis. 

Other metrics include dwell time, interaction times with touchscreen formats, basket size and propensity to buy. Capturing this success metric with attribution to in-store signage messaging varies by partner and retailer category. 

“Yes, nearly one in three shoppers make an immediate purchase after in-store discovery, but proving causality requires more than sales lift,” said Bowen. “We look at dwell time, basket size, and touchscreen interactions, but also whether advertised products move faster in exposed stores versus control groups. Bringing these disparate signals together gives retailers a clearer picture of what’s working and why, so they can optimize for real ROAS, not just impressions.”  

6. What plans are in place to expand your in-store retail media capabilities to adapt to emerging technologies? 

“Our first step was to work with a market leader like Vistar Media working within our AdSalesOS platform to drive data and product innovation based on requirements,” said Bowen. “Our roster of retail customers have been driving our product suite with their vendor partners and advertisers, while integrating analytics into their ad decision-making and measurement.”

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1. How does an organization's social media strategy align with the finding that consumers primarily follow brands to stay informed about products/product updates?

Consumers primarily follow brands on social media to stay informed about products, but their expectations go beyond just updates. They’re looking for education, inspiration, and proof of product quality. That’s why an effective social strategy must deliver consistent, value-driven content that speaks to each of these needs. At Emplifi, we empower brands to scale this approach; enabling teams to collaborate across markets and product lines, supported by AI for scale, to deliver timely, relevant content and measure its impact. The brands that succeed are those that use social not just to promote, but to educate, engage, and build lasting trust.

2. With Instagram Reels and TikToks accounting for brand posts, are content strategies adapting to prioritize short-form video content? 

With Instagram Reels and TikTok videos now representing a significant portion of branded content, brands must evolve their content strategies to prioritize short-form video as a high-impact tool for reach and engagement. Consumers increasingly crave authenticity and fast, value-driven interactions. In fact, short, unpolished content is one of the top ways to win attention, according to recent findings.

To meet this demand, brands should focus on producing concise, visually compelling videos that highlight product features, showcase customer stories, share practical tips, and deliver data-informed insights. (Or finding these online with the help of AI based technology that can identify user generated content for you.) These formats are uniquely positioned to capture attention within seconds and convey clear value, making them highly effective across both B2C and time-constrained B2B audiences. By optimizing content for platforms like Reels and TikTok, brands can meet consumers where they spend time while maintaining the relevance and credibility today's audiences expect.

3. What initiatives are being implemented to increase audience engagement?

To increase audience engagement, brands should focus on creating content that sparks interaction, feels personal, and offers immediate value. Insights from our report show that consumers today want authenticity, entertainment, and a real sense of connection - not just polished marketing messages. This means moving away from one-size-fits-all messaging and tailoring content to what your audience actually wants to see, whether that’s quick how-to videos, behind-the-scenes looks, user-generated content, or timely, relevant conversations.

Since short, unpolished content wins attention, formats like short-form video, polls, questions, and stories often drive stronger engagement than static posts. Additionally, encouraging and sharing user-generated content builds trust and deepens audience connection. A/B testing different approaches can help uncover what resonates most.

Ultimately, the goal is to create content that invites participation, not just passive consumption. The more your audience feels seen, heard, and inspired to respond, the more meaningful your engagement will be.

4. The report indicates that 70% of consumers will abandon a brand after just two negative experiences, what strategies can brands have in place to monitor and improve customer interactions on social media?

The report highlights that 70% of consumers will abandon a brand after just two negative experiences, making it critical for brands to proactively monitor and improve customer interactions on social media. To address this, brands should implement real-time social listening to ensure no customer question, concern, or mention goes unnoticed. Leveraging AI-powered sentiment analysis helps detect shifts in customer mood early, enabling brands to flag potential issues and quickly escalate them to the right teams, whether for product improvements or crisis management. With technology it is possible to leave no stone unturned.

Brands can also benefit from streamlining social customer care through automation. Tools that support pre-populated responses for frequently asked questions and automated case management enable teams to respond faster, possibly achieving the ever allusive “first contact resolution”, and more consistently.

For example, Emplifi’s solutions have helped clients reduce handling times by over 80% and increase resolved cases more than tenfold, demonstrating how these strategies can translate into real business results. Adopting such approaches not only improves customer experience but also builds long-term loyalty by preventing negative interactions from escalating.

5. How should organizations calculate and interpret social media engagement rates to inform strategic decisions?

Engagement rate is ultimately a summary metric that aggregates many different interactions: likes, comments, shares, clicks - and serves as one piece of a larger puzzle. While it provides a quick snapshot of how content is performing, it’s important for brands to view it alongside deeper analysis of conversations and sentiment on social media. Together, these insights can guide strategic decisions beyond content creation, such as identifying emerging customer needs, uncovering potential product issues early, and inspiring innovation.

By interpreting engagement rates in context, brands can make more informed choices about where to focus marketing efforts, how to refine messaging, and when to pivot their strategy in response to audience feedback. This holistic approach ensures social media data drives smarter decisions across marketing, customer experience, and product development, helping brands build stronger connections and stay ahead of evolving consumer expectations.

6. What plans are in place to innovate your social media strategy to stay ahead of emerging trends and consumer behaviors in 2025?

Looking ahead, AI will play a crucial role in shaping social media strategies. As we move into 2025, brands will increasingly rely on AI to analyze audience behavior, identify trending topics, and predict the types of content that will resonate with specific segments. This technology will empower marketers to deliver hyper-targeted content, optimize posting times for maximum engagement, and create dynamic, personalized creatives. AI will also enhance customer interactions; whether through smarter product recommendations in DMs or AI-generated replies that maintain brand authenticity. Ultimately, AI will enable brands to engage at scale to meet the increasing demand without adding staff while keeping interactions personal and meaningful, making it the cornerstone of social media success in 2025.

At Emplifi, we’re already leading the way in providing the technology that enables marketers to leverage AI-driven insights, optimize content creation, and elevate customer engagement. Moving forward, we will continue to enhance our solutions, helping brands stay ahead of emerging trends and evolving consumer behaviors, while delivering even more personalized and impactful experiences for their audiences.

Get in touch with our MarTech Experts. 

1. How important is adaptive content filtering over static blocklists for maintaining your brand’s integrity in digital advertising?

Content on social media moves incredibly fast.  Our evidence suggests that most of the views any piece of social media content will ever get,  occur in the first week, and on some platforms that is even faster.  If you’re not continuously updating your blocklists, you can very quickly either over or under block content.

2. How frequently do you adjust content exclusion parameters based on real-time events (e.g., geopolitical conflicts, social issues)? 

We make updates to block lists as fast as the platform allows.  On some platforms that’s once every hour.  We find that reacting fast to new trends on social media platforms is the only way to keep brands safe and suitable.

3. How do you integrate content suitability insights into your future ad placement decisions and media planning?

Our clients rely on us for fast reaction to ongoing changes in social media content.  We also provide longer time horizon analysis, such as trending content reports, which show information relevant to a brand on social media.  This is used as part of their media buying strategy to adjust media spend or to change first party suitability controls.

4. To what extent is your organization leveraging AI to automate brand suitability decisions in high-volume content ecosystems? 

AI is at the core of everything we do.  Social media content is both too voluminous and too nuanced to understand with any other technology.  We’ve been deploying AI content moderation strategies for over 7 years now.  The recent advancements in Large Language Models (LLMs) have super charged our ability to deliver highly performant, cost effective analysis of social media data at scale for our brand customers.

Get in touch with our MarTech Experts. 

1. How can organizations reframe health equity from a moral obligation to a strategic business driver?

Health equity is not charity rather it’s a strategy. It’s how we future-proof our business. The real unlock is realizing that inclusion isn’t a side project, it’s infrastructure. It determines who trusts you, who buys from you, and who stays with you when competitors come knocking. At CIEN+ Health, we call this reframing Impact Healthonomics™, a proprietary approach to redefine healthcare from cost-containment to capacity-building. It replaces traditional ROI with Return on Vitality™, and makes equity a measurable asset, not just an ethical aim. When equity becomes part of the business model, not the brochure, it transforms from obligation to opportunity.

2. How can integrated models between data, behavioral science, and cultural insights enhance decision-making and outcomes in healthcare?

Data gives you the ‘what.’ Behavioral science reveals the ‘why.’ But culture? Culture tells you how it’s lived, felt, and acted upon. When these elements intersect, you don't just predict behavior, you understand it in motion. At CIEN+ Health, our foresight trends report Clinthropics™, is our proprietary lens for tracking the cultural, clinical, and behavioral shifts shaping long-term decision-making. It’s not about creating static personas but about mapping dynamic trendlines across people, systems, and time. This gives organizations foresight into what’s next, not just insight into what is.

3. How can startups and disruptors navigate the balance between purpose and profitability to achieve sustainable growth?

Too many health startups chase disruption but forget: if you’re not solving for the people most excluded from the system, you’re not disrupting it instead you’re just redesigning it for the same few. Purpose isn’t a slide, it’s your architecture. Profit isn’t the enemy, it's proof that meaningful innovation can scale. The ones who will last are those fluent in both margins and meaning. Those who ask not just, “Can we build it?” but “Will it build trust?” Sustainable growth is never a tradeoff between purpose and profit but it’s the art of aligning both without dilution. 

4. What challenges and opportunities do you foresee in integrating cultural intelligence into healthcare strategies across diverse populations?

One of the biggest challenges is the lingering myth that cultural nuance is just a translation issue. It’s not. It’s a trust issue, a system design issue, and often, a power issue. Too often, culture is added in the eleventh hour, like garnish on a dish already cooked. But the opportunity? It’s massive. Cultural intelligence, when embedded early not retrofitted late it can shift how we design engagement, access, and adherence. At CIEN+ Health, we see culture as clinical. And when you see it that way, you stop asking how to adapt strategies for diverse groups and start co-creating them from the beginning.

5. Looking ahead, what emerging trends do you believe will significantly impact health equity and inclusion in the next five years?

The most significant impacts on health equity and inclusion won’t come from surface-level trends but they’ll come from deeper systemic shifts that quietly reshape access, trust, and belonging in healthcare. Through our Clinthropics™ lens, we’re tracking several such undercurrents. Here are three we believe will be pivotal:

• The Rise of Cultural Infrastructure in Health Systems As trust continues to erode, especially in marginalized communities, inclusion will depend less on messaging and more on structural cultural fluency. Expect to see healthcare systems move beyond interpreters and into embedded cultural intermediaries, spiritual care frameworks, and value-aligned clinical design.  
• Algorithmic Health and the Equity Gap in AI As AI increasingly drives clinical decisions, prior authorizations, and diagnostics, data-trained bias will become a new form of exclusion. The next five years will demand systems that are not just intelligent, but culturally adaptive, ensuring that populations aren't invisibly excluded by machines built on monocultural assumptions. 
• The Redefinition of the Patient Voice We're entering a phase where lived experience will rival clinical evidence in shaping interventions, clinical trials, and policy. Communities are no longer passive recipients instead they're co-designers of care, demanding platforms that reflect their social, historical, and psychological realities. 

6. What skills and mindsets will be essential for leaders to drive inclusive growth and innovation?

The future belongs to leaders who think like system designers and listen like cultural anthropologists.

Those who:

– Don’t just ask questions, but question the frame

– See patients not as users of systems, but as survivors of them

– Replace performative empathy with operational trust

– Slow down decisions to speed up belief

– Treat inclusion not as a department, but as their operating system

Inclusive innovation isn’t a checklist but a mindset. One that sees complexity not as friction, but as the frontier.

Get in touch with our MarTech Experts.