Brands often struggle to understand which ads resulted in retail sales. Pinterest is narrowing the gap with “where-to-buy links” in Pinterest image ads. These let users select a retailer and automatically add the selected item to their shopping cart, enabling Pinterest to share the connection with its advertisers.
In the strange bedfellows department, a beta test by commerce media platform Criteo lets it place Google Search ads on retailer websites. Everybody wins: retailers sell more ads, Criteo presumably gets some commissions, and Google gets both revenue and delicious customer data.
The economy may be sputtering (or not), but funds are flowing more freely for martech and adtech acquisitions. Video platform Vimeo has just agreed to be acquired for $1.38 billion in cash. The buyer is Bending Spoons, a Milan-based mobile app developer.
Adverity ingests, unifies, and shares customer (and other) data, although it seems to lack the real-time data access needed to qualify fully as a CDP. What it does have is a new AI-powered analytics layer that lets users make conversational queries about their data and provides agents to handle complex chores such as preparing data sets for marketing mix models.