Ad fraud and brand safety will still be issues even when third-party cookies are just a fond memory. The online ad industry Is building support for buyers.json, a proposed standard from IAB Tech Lab that lets ad sellers identify ad buyers and shut down the bad guys. Related: content classification vendor GumGum is enhancing its brand safety ratings to include news site quality scores from NewsGuard.  

Another day, another AI survey.  This one by Morning Consult for IBM offers a good overview of AI adoption and obstacles.  Key findings: adoption stalled during the pandemic but is set to accelerate; 51% of companies have a unified view of their data; and data issues trail only expertise as adoption barriers.  Fun facts: marketers invest less in AI than most other departments and 77% of companies with over 1,000 employees draw on more than 50 systems for AI and analytics inputs.

Customer engagement platform Twilio has announced new platform capabilities, including the general availability of Twilio Segment’s Event-Triggered Journeys, supporting personalization based on customer intent signals in real time. In addition, Data Residency (EU) will ensure that email sending and event data are managed within the EU region, both for compliancy and customer trust. WhatsApp Business Calling will enable conversations with customers in another important channel using Twilio’s Programmable Voice Platform.