CDP Institute

Data collaboration platform LiveRamp has become the first vendor to be Addressable-Media-Identifier (AMI) certified by the Digital Advertising Alliance. LiveRamp’s Authenticated Traffic and RampID solutions were reviewed and found compliant with the Alliance’s AMI policy framework. The review was conducted by privacy certification program TRUSTe.

Meta is rolling out changes to its Advantage detailed targeting program to make it available to all campaign objectives and optimizations. The Advantage option shows ads to users outside the campaign’s original targeted selections who, Meta believes, “are likely to get you more or cheaper results, or both, against your optimization goals.” Meta has also detailed the types of campaigns that will automatically be opted in and where there are opt-in and opt-out choices.

Almost nine in ten consumers say that up to half the digital content they receive from brands is not relevant to them, according to a Treasure Data survey of 6,000 subjects. Over 40% see no value in loyalty as they believe new customers get the best deals and almost 50% would prefer to withhold their data and be anonymous to brands. Humanize the data journey, is the message, and treat customers as partners not products.

CDP and real-time customer experience platform ActionIQ has announced a new suite of AI and genAI tools under the CXAI umbrella. The first two to be available are CXAI Content and CXAI Data. CXAI Content, through a partnership with Typeface, will introduce genAI content creation to the CDP workflow. CXAI Data will allow business users to create audiences using text prompts and also provide next-best-action recommendations.

Looking every day as much like a technology company as an agency holding company, Publicis Groupe has unveiled its strategy for layering AI across its existing capabilities under the name CoreAI. Publicis expects to invest 100 million Euros this year alone on CoreAI, which will unify data across 2.3 billion profiles and trillions of data points. Among the initiatives CoreAI will support are strategic business insights, media planning and buying and content creation.

Optable, which offers data collaboration services for the advertising eco-system, has opened an Early Access Program for its activation capabilities based on its integration with Google’s Privacy Sandbox. This will allow advertisers to build and target audiences and publishers to activate and measure audiences, all without compromising privacy. Optable calls it an “easy button” for privacy-led advertising.

Kin.art is a new tool that aims to protect artists’ portfolios hosted on its site primarily by using image segmentation to prevent AI from poaching complete images. It is one of a number of tools that have recently entered the arms race between AI data scraping and content protection on the creator’s side, such as the University of Chicago’s Nightshade. At time of writing, texts remain vulnerable.

At the end of February, LinkedIn will stop updating lookalike audience data. It appears that the audiences will still be available for use but will essentially be static, thus quickly declining in value. It’s not clear why LinkedIn has taken this decision, but it is recommending Predictive audiences and Audience Expansion as alternative options.

Pega, the AI-powered low code CRM platform has announced the launch of Gen AI Knowledge Buddy. Buddy will be able to draw on content scattered across many enterprise siloes to respond to natural language prompts. It will also be possible to create custom Buddies, specifically for marketing, sales and service use cases.

CDP Tealium has announced new solutions to promote agile, real-time customer engagement. Tealium Moments will collect, process and activate first-party and zero-party customer data in real time. Other new solutions include Tealium for AI — delivering consented data for use in AI models — and Tealium Consent Orchestration to streamline the collection of consented data.

Google’s Gemini large language model has been deployed for U.S. and U.K. advertisers to help them build better Search campaigns through a conversational workflow. A pilot with selected advertisers showed them able to improve campaign results with less effort, Google said. The news comes against a backdrop of concern that AI-powered conversational responses (the Search Generative Experience) will lead to fewer clicks on links to websites.