The trend towards storing data in cloud data warehouses and activating it from there (through “composable” CDPs, for example) might run into an obstacle: cost. A survey of 500 data and IT leaders by Ocient finds that 68% are surprised by data analytics spend, while 40% say their data strategies are limited by cost. It’s the growing volume of data that is making it difficult to predict and manage costs.
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.
YouTube ad platform Pixability has launched new AI-powered capabilities to identify videos suites to advertisers’ target audiences. Pixability has video-level data for 3.6 billion YouTube videos, more than any other third-party. The new solution detects types of video content that specific personas have engaged with in the past.
Meta has paid $14.3 billionen for 49% stake in Scale AI, which prepares training data for AI systems, and recruited its founder, Alexander Wang, to work on Meta’s own AI program. Scale AI will continue as an independent vendor, now valued at $29 billion. Scale’s clients include nearly all genAI vendors.