Seventy percent of ad agencies surveyed identified AI-driven personalization as the number one trend likely to impact the industry and their clients in 2024. The other major trend was short-form video (60%), according to a report by ad agency business development firm RSW/US. Almost 80% of agencies plan to use AI in some form as part of their business strategy.
The Interactive Advertising Bureau and Media Research Council have released proposed guidelines for the measurement of viewability and performance of ads within augmented reality environments. The guidelines are open for public comment through March 9, 2024. The guidelines seek to recognize that AR users can be interacting with both physical and virtual environments.
Google’s shareholders have won a settlement of $350 million brought against the company for a breach of Google+ data that occurred between 2015-2018, and which had allowed outside developers access to the personal data of hundreds of thousands of Google+ users. Google+ shut down in 2019.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.