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As smartphones and wearables collect increasingly sophisticated health data from consumers, advertisers are now considering how this can be used to serve more effective content

Earlier this month, Novak Djokovic and Roger Federer came head-to-head at the Wimbledon men’s final. While the match between the world’s No 1 and No 2 players lacked the sharp-edged suspense of their 2012 Wimbledon semi-final showdown, it was nonetheless a display of stunning, exhilarating, heart-pumping tennis.

The match’s most suspenseful moment was the second-set tiebreak, in which Federer won 10-8, tying the game at one set all. But Djokovic went on to easily cinch the next two sets, winning the match.

Related: How employers tracking your health can cross the line and become Big Brother

Related: They monitor hearts, count calories … but are health apps any good for you?

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