There’s so much we need to discuss, Dear Reader, that today I’ll jam in more items than usual. We’ll start slowly: project management software vendor Atlassian is launching a $50 million venture fund to support companies that connect to its platforms. Owning an ecosystem clearly is in fashion.
IBM’s The Weather Company is joining with Nielsen to offer Zip code-level advertising triggers based on local weather and Nielsen’s product sales data. The magic of artificial intelligence has let IBM develop more than 500 triggers with up to six variables per trigger. These will be available to target ads across programmatic, display, social, search, video, email, and digital out of home media.
Here are two studies that agree the pandemic has accelerated digital transformation but disagree on how. A Forrester study for MediaMonks found that marketers have become more innovative: their new top priority is accelerating digital experience initiatives (61%) and their next phase of digital transformation will focus on virtual experiences (72%). Meanwhile, Spiceworks Ziff Davis found that IT managers have pulled back investments in advanced technology to focus on immediate needs including security, cloud migrations, and remote worker support. Could be a marketer vs IT thing.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.