More clearly AI-driven is MomentumBi, which combines structured and unstructured data from Momentum’s own experiential ad programs (sports, music and entertainment sponsorships) with sales, media, and behavioral data from other sources. AI provides predictive analytics, performance monitoring, and ROI measurement.
Tomorrow is Thanksgiving, the official start of the holiday shopping season. So let’s look at shopping behavior. We’ll start with a survey from real estate firm JLL Retail, which finds that just 31% of consumers expect to do most of their shopping in physical stores, although another 15% will buy online and pick up at a retailer. Just over half will make at least one purchase from their phone, up from 22% last year.
Ad optimization vendor Thunder Experience Cloud conducted a much more elaborate research project, analyzing billions of ad impressions to compare cookie- and device-based identification with people-based identification from LiveRamp. They found that cookie- and device-based methods report twice as many unique individuals as people-based methods. In other words, people-based measurement shows that the ads reached half as many different people and each person received twice as many impressions as cookie- and device-based measurement reported. The gap grew larger as campaigns got bigger.
It’s deal-making time for generative AI model builders and publishers who can provide them with quality data. Germany publishing giant Axel Springer is trading access to its data for Microsoft adtech, AI, and Azure hosting solutions. Meanwhile, The Financial Times has struck a deal with OpenAI to license its content with attribution of summaries and quotes.