Advertisers have grown more worried about cookie loss since last year (45% vs 38%), while fewer publishers are “very concerned” (14% from 25%). according to this DoubleVerify survey. Around 48% of both groups felt that first-party data will become more important, while around 23% expected a unified ID to replace cookie-based solutions.
Over one quarter (27%) of respondents to this Twilo Segment survey think personalization has become less targeted in the past year. Unexpected. Less surprising: a majority say they buy more after a personalized experience (56%) but only a minority are comfortable with AI-based personalization using their data (41%). Companies are less conflicted: 92% are using AI-driven personalization and 80% say it drives higher spending.
Is it still news when a vendor announces a generative AI offering? Probably not, but Zeta Global does make some exceptionally broad promises about using it for pretty much every marketing role from business analyst and media strategist to campaign manager and retail merchandiser. So far, their tool only delivers marketing strategy recommendations but the more exciting features are on their roadmap.
Salesforce kicked off its big Connections conference yesterday, and if you’re surprised the focus was on generative AI, you haven’t been paying attention. Still, the focus this time was on marketing applications that draw on Salesforce CDP data, so it’s right up our alley. They also announced direct access to Google BigQuery data, ticking the “zero-copy” box as well.