Comscore is best known for measuring ad audiences, but they play the game in addition to keeping score. They just expanded their programmatic targeting business with the launch of Proximic by Comscore, which combines the context targeting provided by the company’s 2015 Proximic acquisition with ID-based and ID-free segments based on other Comscore data. Activation runs through integrations with LiveRamp, Xandr, Freewheel, and others.
The company, which came out of stealth in August with $6 million seed funding, can automatically map the flow of data from collection through how it is stored to whether it is being shared with third parties, then can create a trouble ticket to alert an engineering team when there’s a problem.
Is privacy a competitive differentiator? Fewer marketers seem to think so: the annual Salesforce State of Marketing Survey found just 51% exceed the legal requirements for privacy compliance, compared with 61% in the previous report. Maybe they’re just busy with other work: the number of average data sources grew from ten to fifteen, and the number of marketing metrics used increased by 13%.
Movable Ink has announced that its Da Vinci AI-driven personalization solution is now fully compatible with customer engagement platform Braze. Da Vinci’s content, personalized uniquely for each customer, can now be incorporated into Braze’s customer journey orchestration across email, push, SMS and WhatsApp. Movable Ink and Braze describe the initiative as an entrance to the “Omniverse,” which we hope does better than the Metaverse.