Based on a survey of 300 brand and agency and executives, the IAB reports a widespread perception that in-game advertising has matured and is now as easy to plan and buy as channels like online video and CTV. Games ad revenue is predicted to grow by $3 billion over the next three years. Forty percent of advertisers expect to increase investment in game ads, second only to social media (47%).
Accenture and Adobe will partner to develop industry-specific generative AI solutions. Accenture will integrate Adobe Firefly Custom Models into its marketing services to enable clients to train custom models based on proprietary data and brand guidelines. Initial industries targeted will include retail and consumer goods, financial services, automotive and health.
Twilio has announced two innovations within Twilio Flex, its digital engagement platform. The first, Unified Profiles, will be powered by Segment and allow businesses to collect and activate real-time consented data. This is the first of three launches set for 2024 that will embed Segment in Twilio Communication products. The second innovation is Agent Copilot which will allow users to deploy AI across this data to boost productivity.
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.