{"slug":"haymarket-media-uses-ai-to-assign-therapeutic-categories-based-on-content-consumption-for-ad-targeting","url":"https://findausecase.com/use-cases/haymarket-media-uses-ai-to-assign-therapeutic-categories-based-on-content-consumption-for-ad-targeting","title":"Haymarket Media uses AI to assign therapeutic categories based on content consumption for ad targeting","description":"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.","company":"Haymarket Media","industry":"Media & Entertainment","country":"United States","aiCapabilities":["Recommendation & Personalization","Machine Learning"],"technology":["Oracle Fusion Unity Data Platform","Oracle Eloqua"],"deployment":"Unknown","problemStatement":"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.","solutionApproach":"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.","businessValue":"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.","evidence":{"band":"high"},"sourceUrl":"https://www.oracle.com/customers/haymarket-media/","dates":{"publishedAt":"2026-09-15T09:05:19.869Z","publishedAtSource":"pipeline","updatedAt":"2026-09-15T09:05:19.869Z"},"license":"Open for reading and citing with a link to https://findausecase.com/use-cases/haymarket-media-uses-ai-to-assign-therapeutic-categories-based-on-content-consumption-for-ad-targeting. Bulk republication requires permission."}