The E.U. Court of Justice has found that Amazon is obliged under the Digital Services Act to disclose information about its online advertising in a publicly available archive. The court agreed that Amazon might suffer damage but said that interests defended by the E.U. legislature prevail. Amazon had contested that it is a “large online platform” as defined by the Act.
Measured, the incrementality measurement specialist, has launched a new platform aimed at circumventing the need to rely on unverifiable reports generated by walled gardens. “Incrementality” refers to the “causal lift in sales driven by a given marketing activity for a given period of time.” Measured’s new platform will support the analysis of incremental ad performance across all paid media platforms.
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.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.