This announcement from Experian and adtech vendor Yieldmo is intriguing but vague. What seems to be happening is that impressions in Yieldmo’s ad exchange are being enhanced with Experian data about the person who will receive the impression, and Yieldmo is using the same data to generate advertising materials tailored to that person. But the companies never quite say that, so it’s possible there’s less here than meets the eye.
Google has introduced a new data clean room service that lets advertisers target their messages to individuals on publisher sites without sharing identity data. Called PAIR (for Product Advertiser Identity Resolution), the approach uses encrypted email addresses to compare advertiser and publisher lists and then buy ads targeted at matching records. It’s a standard data clean room application but clients are saved the trouble of setting up a clean room of their own.
Time spent on social media platforms has fallen for the time since forever, according to Inmar Intelligence. At least part of the reason a shift from long format platforms like Facebook and Instagram, to short ones like TikTok. Bad news for advertisers, who will have less inventory, but probably good news for humanity.
Disney has agreed to license more than 200 characters, costumes, and environments (but not voices or talent likenesses) to OpenAI for Sora, its gen AI video platform. This is highly unusual for Disney, which generally sues AI models for copyright infringement; in fact, it sued Google for that a day before announcing the OpenAI deal. Disney will also invest $1 billion in OpenAI, nicely illustrating how very eager they are to join the AI party.