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

Overview

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.

The challenge

Rapid digital growth left Haymarket managing fragmented, duplicate records across a dozen data sources, which hindered marketing segmentation and inflated user counts, since a single healthcare professional could appear multiple times under different email addresses.

The solution

Haymarket implemented Oracle Fusion Unity Data Platform, with support from Oracle Consulting, to unify data within unique user records, merging multiple identifiers into a single master record, and embedded AI capabilities to assign therapeutic categories to users based on their content consumption.

Reported business value

Identified users increased by 60% in just 10 months, resulting in more personalized ad campaigns and greater monetization; Haymarket can now score more than 450 topics across 30 sites and segment audiences at the individual level, while automation reduced manual data imports/exports and data errors.