Foursquare has long offered foot traffic data as a way to measure advertising results. It’s now going a step further (see what I did there?) to add actual retail purchase information to the analysis. The new product is called Sales Impact and they describe it, with no apparent intention of wit, as tracing “the full path to purchase.”
Amazon rolled out its genAI-powered shopping assistant Rufus to all U.S. customers in July. It’s now embedding paid advertising into Rufus results. That didn’t take long, did it?
It’s hard to feel sorry for a company that earns $660,000 per minute. But it does seen a little tough that the same week Google started its second U.S. anti-trust trial and was ruled anti-competitive in the UK, it also lost its final appeal of a 2.4 billion euro ($2.7 billion) fine rising from an earlier European Union anti-trust judgment. It’s almost as if regulators have started enforcing their rules.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.