Almost nine in ten consumers say that up to half the digital content they receive from brands is not relevant to them, according to a Treasure Data survey of 6,000 subjects. Over 40% see no value in loyalty as they believe new customers get the best deals and almost 50% would prefer to withhold their data and be anonymous to brands. Humanize the data journey, is the message, and treat customers as partners not products.
Meta is rolling out changes to its Advantage detailed targeting program to make it available to all campaign objectives and optimizations. The Advantage option shows ads to users outside the campaign’s original targeted selections who, Meta believes, “are likely to get you more or cheaper results, or both, against your optimization goals.” Meta has also detailed the types of campaigns that will automatically be opted in and where there are opt-in and opt-out choices.
CDP and real-time customer experience platform ActionIQ has announced a new suite of AI and genAI tools under the CXAI umbrella. The first two to be available are CXAI Content and CXAI Data. CXAI Content, through a partnership with Typeface, will introduce genAI content creation to the CDP workflow. CXAI Data will allow business users to create audiences using text prompts and also provide next-best-action recommendations.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)