The global struggle against human trafficking and child abduction persists as a grave crime that exploits countless individuals. Governments, NGOs, and numerous organizations work tirelessly to combat this modern-day slavery and abuse. In recent times, programmatic advertising has emerged as a potent tool to disseminate information and aid in rescue efforts.
We interviewed Isua Botman, the CEO of both Targetoo Programmatic Advertising Platform and Anthalon. Anthalon is a platform specifically designed to employ programmatic advertising technologies for the purpose of rescuing abducted individuals, particularly children.
Q: How can programmatic advertising assist in rescuing abducted children?
A: Programmatic advertising, fueled by artificial intelligence and data-driven algorithms, enables advertisers to automate the real-time deployment of commercial information. This advanced technology facilitates precise targeting, dynamic optimization, and personalized messaging, ensuring that the right audience is reached at the right time. These attributes make programmatic advertising an invaluable ally in the fight against human trafficking. It enables the cost-effective distribution of information to millions of devices and individuals within hours of an abduction occurring, regardless of the location.
Q: Can you provide a detailed explanation of how this works?
A: Let’s consider a scenario where a girl named Amber is believed to have been abducted in Houston. Once Anthalon receives a picture of the missing child, a banner is swiftly created within an hour. This banner is then served to thousands, or even millions, of mobile devices in the Houston area. When individuals in Houston browse the internet, whether it be news, games, sports, or any other content, they will come across this banner. It can be served on various websites and apps that display advertisements.
Example of a banner:
The banner may include a click-to-WhatsApp feature. This means that when someone clicks on the banner, they will be immediately redirected to their WhatsApp interface, where they can send relevant information to a pre-configured number. All of this can be accomplished within a mere two hours of receiving the initial picture.
Q: You mentioned the term ‘cheaply’; could you elaborate on that?
A: In technical terms, an impression is generated when a banner is served or seen. A well-connected programmatic advertising platform can achieve 1000 impressions for less than a dollar. To expose a million individuals to the banner, no more than $1000 would be required. This cost-effectiveness is unparalleled when compared to traditional print, radio, or TV advertising, not to mention the rapid deployment it allows.
Q: Apart from reaching millions of people quickly and inexpensively, what other possibilities exist?
A: There are numerous additional opportunities. For instance, once information is received, targeted sub-campaigns can be launched, focusing on specific locations that can be as precise as 100 yards. It is also feasible to analyze devices that were present in the area where the abduction occurred, tracking their subsequent movements. Furthermore, the system can identify which devices have interacted with the banner, allowing for correlation with other tracking patterns. The potential is vast. The primary concept is to enable the cost-effective sharing of crime-related information with millions of people within hours of the incident, empowering them to easily provide information with a single click.
Programmatic Advertising platforms offer their users, including law enforcement entities, the ability to deploy information inexpensively anywhere in the world. Whether the information needs to be disseminated in Helsinki, Washington DC, Germany, or South Korea, the interconnected nature of global internet usage can be harnessed through programmatic advertising techniques. This makes it an ideal tool for law enforcement agencies and the intelligence community, regardless of the specific cause. By cheaply reaching millions of individuals and encouraging them to share relevant information, programmatic advertising brings