You may recall Firefly, which sells car-top and in-car ads on taxis and rideshare vehicles. Fun! They just added audience-based planning using individual-level data from Neustar. Marketers won’t target specific individuals but can identify the best placements to reach audiences with specified profiles.
Omni-channel commerce platform Kibo bought personalization vendors Monetate and Certona back in 2019 with the intent of combining commerce and personalization in one solution. Kibo hasn’t dropped that vision, but just sold its personalization tools to a private investment firm which will market them to other companies under the Monetate brand. Kibo will continue to use the tools in its own system.
Podcast platform Acast has launched a different flavor of audience-based targeting: it matches its own identify graph of podcast listeners with advertisers’ customer lists. The new capability doesn’t rely on cookies or device IDs, but does use IP address, which European regulators are now treating as personal data. But that’s okay: the new service is only available in the U.S. and Australia.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.