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Evergage CDP Adds Personalization to One Step Retail Solutions In-Store Systems

The National Retail Federation’s big trade show kicked off in New York yesterday. This would usually generate a flood of news but so far it’s more of a trickle. Here’s one item from a CDP vendor: Evergage announced an alliance with in-store tech vendor One Step Retail Solutions and retail marketing agency Sophelle. They’ll use Evergage’s data unification and real-time personalization to gather data from One Step systems and to provide those systems with personalized messages.

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Magnetic Releases Fully Automated Media Buying Platform

January 16, 2018

Artificial intelligence may no longer be a guaranteed attention getter, but it still adds value. Adtech vendor Magnetic has launched an AI-driven media buying platform that it says completely automates campaign execution from audience selection to bidding and optimization. Audiences are drawn from Magnetic’s 260 million consumer profiles and the AI screens for fraud when placing bids. Magnetic says campaigns using the automated system have performed 2 to 10 times better than manual campaigns. Also, media buyers’ time is cut at least by half.

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Influencer Programs Outperform TV Ads: Nielsen Study

January 12, 2018

So if brands shouldn’t take policy positions, how about hiring influencers who probably have strong opinions of their own? Well, there’s certainly the risk of an influencer going off the rails but most followers presumably agree with them. This Nielsen study doesn’t address risk but did find that influencer marketing is better than TV commercials at generating engagement and improving brand metrics. TV is still best at building awareness.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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