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Replica Analytics’ new estimator uses synthetic data for more reliable evaluation of re-identification risk in datasets

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2 years ago

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OTTAWA, ON, July 19, 2022 /PRNewswire/ – Replica Analytics, an Aetion company, has unveiled a novel approach to use synthetic data for a more accurate assessment of re-identification risks in datasets, to better manage privacy risks and enable greater data sharing in healthcare and other sectors.

“Re-identification risk is the probability that an adversary will correctly match a record in a dataset with a real person and until now, there has been no sufficiently reliable measure of this risk,” said Dr. Khaled El Emam, Senior Vice-President and General Manager of Replica Analytics, the premier science-based synthetic data generation technology provider to the healthcare industry. “Access to data and sharing de-identified datasets remain a challenge, in part due to privacy concerns. The re-identification risk estimator we have developed should help data custodians overcome those challenges.”

Most existing estimators provide a proxy for risk based on strong assumptions, as they cannot calculate the risk on a population because real population data is rarely available. Replica’s estimator leverages data synthesis technology to simulate the unavailable population dataset, so that re-identification risks can be calculated much more accurately. Synthetic data generation (SDG) involves training a machine learning model to master the statistical patterns and properties of a real dataset. The trained model, when implemented properly, is then used to create a synthetic dataset which maintains the traits of the original dataset, but with no one-to-one mapping back to a person, so the synthetic data mitigates privacy risks.

Measuring re-identification risk using a synthetic estimator to enable data sharing, a study recently published by the journal, PLOS ONE, includes a detailed analysis of the concepts behind Replica’s new risk estimator, an evaluation of its performance and relevant case studies. The results show that the estimator reliably outperforms other approaches, across different dataset sizes and varying complexity, achieving a high degree of accuracy, and offering a consistent estimate of the probability of re-identification risk. The study was also the focus of a webinar and blog post.

The new approach is another example of the usefulness and effectiveness of SDG technology in assessing and mitigating privacy risks and enabling data sharing. Replica’s estimator can now be used through the Replica Synthesis software to better assess re-identification risks in real datasets. If the risk is deemed too high, organizations can choose to synthesize the data and then use the company’s privacy assurance functionality to measure any risk in the synthetic data to demonstrate that it is much lower than the real data.

About Replica Analytics, an Aetion company

Replica Analytics is the premier science-based SDG technology provider to the healthcare industry. The company is a pioneer in the development of unique technologies for generating privacy-protective synthetic data that maintain the statistical properties of real-world data (RWD). The company was acquired in late 2021 by Aetion, the leading regulatory-grade real-world evidence (RWE) technology provider. Replica Synthesis software provides a full suite of synthetic data generation and evaluation capabilities that can solve multiple grand challenges facing the life sciences industry, and health research in general. For more information, visit: https://replica-analytics.com/.

About Aetion

Aetion is a healthcare analytics company that delivers real-world evidence for the manufacturers, purchasers, and regulators of medical treatments and technologies. The Aetion Evidence Platform® analyzes data from the real world to produce transparent, rapid, and scientifically validated answers on safety, effectiveness, and value. Founded by Harvard Medical School faculty members with decades of experience in epidemiology and health outcomes research, Aetion informs healthcare’s most critical decisions—what works best, for whom, and when—to guide product development, commercialization, and payment innovation. Learn more at aetion.com and follow us at @aetioninc.

View original content:https://www.prnewswire.com/news-releases/replica-analytics-new-estimator-uses-synthetic-data-for-more-reliable-evaluation-of-re-identification-risk-in-datasets-301589358.html

SOURCE Replica Analytics

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Technology

Seedtag ANZ (formerly JustEggs) Strengthens APAC Presence with Two Senior Leadership Hires

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31 minutes ago

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November 24, 2024

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Based in Sydney, the new Commercial and Trading Directors of ANZ will focus on growing the Seedtag business and optimising privacy-first advertising solutions in Australia and New Zealand

SYDNEY, Nov. 25, 2024 /PRNewswire/ — Seedtag, the global contextual advertising company, entered the ANZ market earlier this year with the acquisition of JustEggs. Today, the company announced two new senior leadership hires, based in the Sydney office, to strengthen its presence in the region. In his new position as Commercial Director ANZ, Mark Brownie will focus on launching and growing the Seedtag business in Australia and New Zealand, while Daniel Macinante, Trading Director ANZ, will lead and develop trading strategies across ANZ, focusing on optimising contextual advertising solutions. Both Mark and Daniel will directly report to Nik Kontoulas, Seedtag’s Managing Director ANZ, and former CEO and Founder of JustEggs.

AI-powered advertising across the globe

Headquartered in New York City and Madrid, Seedtag has a global team of over 600 people with offices in EMEA, LATAM, North America, and APAC. In July 2024, Seedtag entered the ANZ market with the acquisition of JustEggs, an Australian-owned creative intelligence business. Strengthening its presence in the APAC market, Australia and New Zealand now benefit from Seedtag’s privacy-first advertising solutions that reach consumers based on their real-time interests at scale.

At the core of Seedtag’s success is Liz, its proprietary contextual AI technology, optimised for advertising across screens. Powered by machine learning and computer vision, Liz analyses contextual signals to gain a nuanced, human-like understanding of content. At an unmatched speed, it aligns ads with people’s current interests, processing millions of articles in a day. With over 10 years of development, Liz is a sophisticated platform that offers clients and agencies an innovative, privacy-compliant approach to audience targeting that remains unaffected by evolving technology and regulatory changes. In 2024, Liz was honoured by Digiday as the “Best Contextual Targeting Offering” in the Digiday Media Awards.

Expertise as the foundation for growth

As Commercial Director ANZ, Mark Brownie brings 20 years of media experience and long-standing industry relationships. He has a deep understanding of the evolving digital landscape and recognises the vital role of contextual advertising in client addressability, especially with the increasing focus on privacy compliance. Before this role, Mark spent 3 years as general manager of digital revenue at News Corp Australia and 4 years in New York as global VP of commercial strategy for Storyful, a News Corp business. He also has extensive experience in startups and scaling businesses in digital media.

“Contextual advertising has never been more important for marketers,” said Mark. “In a time where privacy-centric strategies aren’t just innovative, they’re necessary, Seedtag brings the most sophisticated and effective contextual advertising platform to Australia. To be a part of such an incredible and established global company, and being trusted to launch and scale it in the Australian market is both humbling and exciting.”

As Trading Director ANZ, Daniel Macinante brings a deep understanding of media sales and programmatic advertising, along with a proven track record of success. With over 9 years of experience in the media industry, he has built a reputation for driving results and innovation. Macinante swiftly progressed to leadership roles at News Corp Australia, where he held the position of Group Sales Director for independent agencies. Daniel’s passion for independent agencies is well-known across the industry, and he has consistently championed their value. As a dedicated member of the Independent Media Agencies of Australia (IMAA), Daniel has played an active role in advocating for these agencies.

“Contextual advertising is rapidly becoming a cornerstone of the digital marketing ecosystem, and I’m eager to bring my expertise to Seedtag to help shape the future of this space in Australia,” stated Daniel. “With the increasing importance of privacy-first solutions, contextual advertising will be crucial in providing brands with the tools they need to connect with audiences in a meaningful, non-intrusive way.”

“As we aim to scale and enhance our privacy-first solutions across APAC, the invaluable expertise of Mark and Daniel will be essential,” said Dal Gill, VP of New Markets at Seedtag. “I’m confident that our unique contextual advertising solutions are significantly helping ANZ brands and publishers achieve their advertising goals while addressing the need for privacy-first, scalable targeting.”

About Seedtag

Seedtag, the global contextual advertising company, specializes in privacy-first advertising throughout the open web and CTV, powered by its contextual AI, Liz. Seedtag enables brands and agencies to discover the most relevant audience interests using a sophisticated contextual graph fueled by contextual data from +10,000 premium publishers. This capability ensures advertisers reach their audience at the right moment, with the right message. Utilizing the power of context to achieve advertisers’ aims across the customer journey, Seedtag creates innovative advertising solutions for everyone.

Founded in 2014, Seedtag has its headquarters in New York City and Madrid, with a global team of +600 people and offices in EMEA, LATAM, North America, and APAC.

 

 

View original content:https://www.prnewswire.com/apac/news-releases/seedtag-anz-formerly-justeggs-strengthens-apac-presence-with-two-senior-leadership-hires-302314184.html

SOURCE Seedtag

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Wrapped Bitcoin flash crashes to $5K on Binance exchange

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November 24, 2024

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Wrapped Bitcoin was launched in 2019 to give Bitcoin investors an option to use the asset in decentralized finance applications.

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Bitcoin price dip may spur buying spree in BNB, AVAX, NEAR and OKB

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November 24, 2024

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Bitcoin sellers take the upper hand as BTC struggles to rally to $100,000. What will altcoins do?

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