Just 18% of B2C marketers rated CDP as their top priority for improving segmentation, far behind better data quality (54%) and integrating data (46%), in this Ascend2 survey for Porch Media Group.  First-party data is already considered by far the most important type for building audiences marketers and more first-party data is the top solution to cookie deprecation, while Google Privacy Sandbox and consumer ID solutions rank last.

Google will begin the U.S. rollout of its much-anticipated generative AI search capability this week, with rollout in other countries “coming soon.”   Search results include links to information sources but Website owners still worry that detailed answers will result in fewer people clicking past Google to their own websites.  From Google’s perspective that’s a feature, not a bug.

In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.