Ah, but how to find the right message for each segment? Facebook has a new feature that automatically tests different combinations of ad images, videos, and text to find which versions appeal to different segments and placements (News Feed, Instagram, and Audience Network). Specialists like RevJet have been doing this for some time but adoption by Facebook means much broader adoption.
Location data reveals more than where you are. Factual, which has a proprietary dataset of more than 130 million businesses and points of interest around the world, has released a mobile SDK that looks at things like business operating hours, speed and direction of travel, and device usage patterns to infer the situation of each user. The SDK lets mobile apps use the information to tailor their offers or other actions.
Amazon, in turn, keeps attacking physical retailers’ advantage in convenience.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.