DoubleVerify will support TikTok’s new Inventory Filters – Vertical Sensitivity and Category Exclusion — providing brand safety and suitability measurement across 16 new categories of potentially sensitive content. The media effectiveness platform aims to ensure promotions are aligned with suitable content on the platform. This follows DoubleVerify’s January move to support Facebook Feed and Instagram Reels.
Incrmntal has released its Explorer platform, which uses “causal AI” to estimate the incremental impact of advertising investments. What’s magic is the incremental measurements happen without marketers needing to set up incremental impact tests. The system can also suggest the best place to spend your next ad dollar.
Bloomberg reports that the ad cost per impression on Meta-owned Facebook and Instagram has doubled or tripled in recent weeks. Meta said: “Our ads system is working as expected for the vast majority of advertisers.” Both statements could be true.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.