Let’s finish with an announcement from AutoHook, which helps drive traffic to auto dealers. They’ve given other systems free API access to their offer and redemption data, in a not-so-subtle attempt to promote its use. They position this as “first official step towards unifying quality data to improve sales attribution metrics and validate marketing initiatives for both dealers and manufacturers”. More measurement.
Let’s talk about email today, shall we? First, we have an integration of LiveIntent with LiveRamp. In case you’re getting your lives mixed up, LiveIntent inserts advertisements into publisher and brand emails, using predictive analytics to find the best ad for each person. LiveRamp matches email addresses to cookies and other digital identifiers so marketers can send display ads to email customers. The deal will make it easier for marketers target the same people across both media.
Final stop is Fishbowl, a CDP for restaurants. It draws from reservations, online orders, point of sale, email, loyalty, online ordering, and other systems to build a unified database and execute marketing campaigns. Buyer was Symphony Technology Group. Private equity companies have been the main purchasers of marketing technology ventures recently, in contrast to the recent past when small firms went public or were bought by larger vendors. Something to do with a glut of marketing technology products, I suspect. Insight number five. My work here is done.
Digital advertising platform PubMatic’s new partnership with GroupM, WPP’s media investment group, will enable the delivery of AI-powered cohort modeling to advertisers. Using a distributed AI model developed by Resolve, the collaboration aims to generate privacy-compliant audience segments across multiple publishers simultaneously. Not only does the targeting not rely on third party cookies, it also eradicates the need for user data to be moved or shared during the ad buying process.