Greenpeace was not impressed, but the ad industry spent much of last week’s Cannes festival talking about helping the planet. One highlight: a huge industry coalition promised to extend the UK-based Ad Net Zero program to other major markets. Another: media agency GroupM promised to publish a standard approach to measuring carbon impact.
ActionIQ has repackaged its product as CX Hub, creating separate modules to build profiles (the CDP), create audience segments, manage customer journeys, and support real-time interactions. The three activation modules can work with any data source, not just the ActionIQ CDP. The move puts ActionIQ on more equal footing with marketing cloud vendors who offer similar modules, although delivery systems like email, CRM, and web content management are not an option…yet.
Let’s face it: measuring carbon impact is nowhere near as close to marketers’ hearts as measuring ad results. In one intriguing development, adtech vendor Viant is working to optimize ad campaigns based on attention consumers pay to ads, using attention measurements from Adelaide. In another, TV ad server Innovid has launched InnovidXP, which simultaneously measures ad results and creative performance across both linear and connected TV.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.