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Dentsu Aegis Network Plans to Target All Ads at Trackable Individuals

If subscription services replace retailers and consumers shop mostly within closed systems like Amazon and Facebook, it gets really hard for advertising to have an impact. But until that happens, Dentsu Aegis Network hopes to target all ads at specific (though anonymized) individuals. It has just launched M1, a “people-based marketing platform” that assigns a persistent anonymized ID to every adult in the U.S. and can synch that ID with publishers’ own IDs. It currently has 242 million anonymized profiles based on actual name, address, and/or email address.

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Wylei Launches AI-Powered Optimization of Personalized Dynamic Ad Content

June 13, 2017

So many robots, so little time. Dynamic content generator Wylei has launched an AI-powered, SaaS-based “Optimization Cloud” that uses automated testing to optimize personalized email, Facebook, video, and display ads. Marketers upload their assets and the system automatically tests which combinations work best for which customer micro-segments. The company says it has improved conversion rates by 35% to 200%.

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Google Kills FLoC, Runs Out of Bird Metaphors, Offers Topics API

January 26, 2022

Google has given up on its FLoC cookie-less targeting initiative, which faced insurmountable privacy objections. The replacement, which mercifully does not reference anything bird-related, is Topics API, which will offer three recent interests for each individual based on sites they have recently visited.  The loss in targeting and tracking power is so huge that you wonder if Google is purposely showing what tighter privacy is costing the industry. Or maybe they’re just kneecapping competitors.

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