Dentsu is expanding the scope of its Merkury data and identity platform. A new media solution will combine clients’ own first-party data with identity, data, and media integrations across digital channels and identity graphs. A new creativity solution will combine identity data with creative and media performance information to enable dynamic creative optimization. Both will be rolled out in the first half of next year.
Did someone say, “I’m tired of studies about AI in marketing; what about AI in sales enablement?” I sure hope so, since Seismic just published one. Exactly 50% say they use AI-powered tools in sales enablement, which might strike you as low or high depending on your expectations. But nearly everyone who has deployed AI reports they achieved their intended outcomes (92% to 94%). Top implementation challenges are integration (45%), understanding (42%), privacy and security (35%) and data quality (34%).
DrivenIQ positions itself as offering “enhanced capabilities to rival incumbent CDPs” (hackles up, Mr. Sulu) although its main strength is identifying website visitors and enriching their profiles through 14 billion records linked to 660 million individuals. Their latest offering veers in a slightly different direction, linking its consumer identities with data about the businesses where those people work. Hackles on standby.
Full image variations based on creative assets or text prompts, plus text overlay and image expansion, are among the new GenAI features offered by Meta. Also offered, text generation to create variations on ad headlines. The features are available in Ads Manager through Advantage+ creative.