Oracle Eloqua

Haymarket Media uses AI to assign therapeutic categories based on content consumption for ad targeting

Haymarket Media, a global B2B healthcare media company operating more than 30 brands, implemented Oracle Fusion Unity Data Platform to unify fragmented, duplicate audience records from a dozen data sources into a single identity graph. Beyond identity resolution, the platform embeds AI capabilities that Haymarket uses to assign therapeutic categories to users based on their content consumption -- for example, inferring that a primary care physician who reads dermatology content is a high-value target for dermatology advertisers. This AI-driven categorization increases personalization while reducing manual data work. Identified users increased by 60% in 10 months, and Haymarket can now score more than 450 topics across 30 sites and segment audiences at the individual level.