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And yet most advertisers use them simply to link to their Web sites instead of delivering a richer, more contextual experience.
But from the looks of yesterday's messy yellow-card festival from which the referee had to flee the angry Brazilians, all these women would be wise to lobby for a prime in-town location and a more contextual experience four years from now.
"United wants to drive a more contextual experience," he said.
And with Google Assistant powering new products such as Google Home, Allo and Duo (a competitor to FaceTime that Google also announced at I/O), Google clearly wants to redefine utility as a smarter, more contextual experience in the post digital world.
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Sure, there are some compelling features on the horizon, like Voice, which is said to offer a more contextual user experience than Siri and the like.
As marketers learn to harness the power of personal data to encourage us to buy more stuff, artists and storytellers will develop skills needed to use personal data to provide more contextual and personalised experiences.
Aviate will now be able to tap deeply into Yahoo data like search, weather, maps and more to inform contextual experiences.
This sort of granular, location-based intel can then be fed back into making its app experience smarter and more contextual — or even sold as customer insight back to the venues it's hoping to sign up as its own customers.
Digital experiences will need to be more contextual, possibly including location, purchase history and recommendations.
Ethics are more contextual.
Other changes were more contextual.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com