Let’s grab some virtue today, Dear Reader. DoubleVerify has teamed with Scope3 to measure the carbon impact of advertising campaigns, based on the electricity used to power the servers that run them. The metric isn’t ready yet, but will be integrated with other DoubleVerify reporting when it is.
Cheetah Digital says the most consumers find location-based ads from companies they don’t know to be creepy (67%), beating our ads related to something they said near a smart device (63%). Movable Ink finds 51% of consumers are more likely to trust a brand that sends them personalized communications and over half will provide personal data in exchange. MoEngage reports dynamic personalization and auto-triggered emails greatly out perform non-personalized emails, and gives details by region and industry. OneScreen says 79% of consumers feel personally targeted ads show a brand understands... Read More >
Are you concerned about bias in AI systems and adtech? IBM is leading the charge against that with a free Advertising Tookit for AI Fairness 360, which contains 75 fairness metrics and 13 algorithms to identify and mitigate biases. They’ve also created an Advertising Fairness Pledge and signed up companies including Delta Air Line, WPP, Mindshare, and industry groups.
With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).