How can we talk about buzzwords and not mention data clean rooms? LiveRamp doesn’t use the term in its announcement of “secure and flexible data collaboration capabilities for cross-screen measurement across multiple partners”, but it sounds like one to me. Companies can securely share their data with each other and can enhance it with LiveRamp partner data sets for things like ad exposures and purchases.
“Artificial intelligence” – perhaps you’ve heard of it? It’s no longer news when a company offers an AI-based product, but automatically creating advertising assets still is worth a whisper. Google has opened a public beta test for its tool to do that for search ads, based on materials the AI finds on the client’s landing page, website, existing advertisements and ad group keywords. Remember: good artists borrow, great artists steal.
Consumers continue to love TikTok but governments increasingly worry it is sharing their data with Chinese agencies. On another front entirely, it seems that TikTok advertisers are worrying brand safety. The company just announced integrations with DoubleVerify, Integral Ad Science (IAS), and Zefr to help ease those pains.
BrightEdge reports that, despite huge growth, AI search engines still provide less than 1% of website referral traffic. You might think that’s a reason to ignore your ranking in AI search engines, but BrightEdge argues those rankings are still important because the main role of AI search is discovery, not referrals. Seems like a testable hypothesis. What we know for certain is that over-all traffic has dropped as users switch from traffic-generating traditional search to traffic-stifling AI search engines.