James Wilkinson | Source | CEO at Balance One Supplements

We wanted to maximize efficiency, especially when it came to data entry, cleaning, and analysis. We knew that by adopting machine learning to optimize these operations, we could make data-driven decisions more efficiently and at scale across our entire enterprise.

We should expect to see an exponential rise in contextual advertising over the next few years as third-party cookies gradually cease to exist. Contextual advertising is where the ads placed are based on the content and context of the website, rather than on the user’s browser history. Spending on contextual advertising is predicted to double by 2027 to about $376.2 billion globally, thanks to marketers increasingly adopting this effective alternative to third-party cookies.

Contextual targeting shows ads based on the content that the user is viewing, the location, time of day, and even the weather to determine which ads to show each user. The more relevant ads also improve customer loyalty, with some reports indicating that contextual targeting can result in a 33% jump in customer loyalty and retention. Lastly, contextual targeting is less cost intensive than behavioral targeting, making it much cheaper to implement at scale.

Use gender and age-neutral language in all of your job postings. For instance, Instead of using “he” or “she,” use “they” or “the successful candidate.” Additionally, avoid using gendered job titles, such as “salesman” or “waitress,” and instead use gender-neutral titles like “sales representative” or “server.” When it comes to age, avoid using age qualifiers such as “young,” “energetic,” “mature and experienced,” or “recent graduate”. The best practice is to focus on the job-related qualifications, including the skills, experience, and education necessary for the job. It’s also critical that the individuals responsible for creating and reviewing job postings represent a diverse range of backgrounds and experiences. This can help to identify and eliminate any biases that may be present in the posting. You could also use an online tool, such as Textio or Gender Decoder, that analyzes your job posting for gender and age bias and suggests alternative language.