How do VivaKi and PHM plan to overcome privacy concerns that have hindered programmatic adoption in health care?
“We won’t look to leverage PII,” Visich said “A lot of the data we access through partnerships is based on health interest data. This can clearly be differentiated from PII data. But when we couple health interest data with the multitude of sources out there – demographic data, semantic-based data, contextual based data – it runs the gamut of a multitude of data sources without needing to go to that level of PII, which would be truly invasive."
“But it’s on us to present and voice how we solve for those concerns with our respective clients,” he added, “to make them feel 100% comfortable in using this service prior to launching.”
AOD Health is in the trial phase, but the aim is to line up an official launch as the companies proceed with their 2015 campaigns.
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