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AppsFlyer Helps Marketers Deal with New Apple Privacy Rules

Most of the marketing industry has gotten past the denial and anger stages of reacting to Apple’s tighter privacy policies and is moving on to bargaining.  AppsFlyer’s contribution is SK360, which restores some control by collecting campaign information that Apple’s SKAdNetwork sends to ad networks.  AppsFlyer e just announced a further extension, PredictSK, that predicts campaign performance.  Look for other measurement vendors to offer similar support in these trying times.

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Twilio Adds ‘Contextual Awareness’ to Segment CDP

May 15, 2025

Twilio is adding ‘contextual awareness’ to its Segment CDP, which in plainer English means data stored in Segment will be available when creating event-triggered, real-time messages. This and a redesigned journey architecture are part of Twilio’s “next generation” customer engagement platform, which also includes natural voice AI agents, voice and text analytics, and RCS and WhatsApp messaging. Twilio separately announced a multi-year partnership with Microsoft to speed the adoption of conversational AI for customer engagement.

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