Kinsa is a tech start-up sells internet-connected thermometers that sync up with a smartphone app that allows consumers to track their fevers and symptoms. These capabilities make the app especially attractive to parents of young children.
Kinsa says its thermometers are in more than 500k American households.
This year and last year, Clorox paid Kinsa for access to real-time data on which zip codes around the country are having increases in fevers.
Clorox then pushes more ads to those specific areas assuming that households there may be more likely to buy their products like disinfecting wipes and sprays. They may also pull back ad spending in healthier parts of the country.
So far, consumer interactions with Clorox’s disinfectant ads increased by 22% after using Kinsa’s data to target these digital ads.
The information shared with Clorox was shared in a privacy-compliant manner because Kinsa says no identifying personal information is shared with other companies.
Kinsa says that such data was also sold to pharmacies and drug manufacturers who used this data to stock more cough and cold products in areas that had increases in fevers.
Kinsa said the data provided unique insight into flu-related illness in specific areas. “We can tell you if it’s high or low, whether it’s rising, if it’s bigger than the three- or five- year average, when it’s going to peak and how severe the symptoms are, too,” said the company’s founder.
Why it’s hot: As more products get connected to the internet, it means more consumer data can be collected, which means greater opportunities for advertisers to effectively target their advertising.