B2B marketing platform 6sense has combined AI with individual-level customer data to generate personalized emails. The new feature was announced last week at their annual customer conference. Other announcements included expanded sales intelligence data and more categories for contextual ad targeting.
Time spent on social media platforms has fallen for the time since forever, according to Inmar Intelligence. At least part of the reason a shift from long format platforms like Facebook and Instagram, to short ones like TikTok. Bad news for advertisers, who will have less inventory, but probably good news for humanity.
You might think that AI is common in marketing, but just 8% of the respondents to this Ascend2 report for Pecan AI are using machine learning for predictive analytics. Most of the answers came from small businesses (72% from companies with fewer than 50 employees), so adoption could be higher at larger companies. Just 9% felt highly confident that their company was prepared for the loss of third-party cookies.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.