While most audience builders try to capture as many people as possible, Genius Sports is moving in the other direction by focusing on sports fans only. They’ve just launched FanHubID, which uses sports-related online and offline signals to build the most detailed sport fan-related profiles it can. We can only assume that sports marketers are cheering wildly, and speculate on their mascot.
If you wonder why we write about so many obscure ad audience products, it’s to show how the industry is struggling to solve the loss of data from third party cookies and mobile devices. Today’s entry comes from adtech firm VideoAmp, which is launching a solution that commingles identity data from multiple suppliers to build larger audiences than any one source can provide. The mingling happens in VideoAmp’s data clean room, so proprietary information is not exposed.
Blueprint is a new Yahoo product that combines two sets of its own data: first-party behavioral data from Yahoo’s own sites and purchase and location data from logged-in users with a Yahoo email address. The goal here isn’t to build audiences, but to help advertisers optimize their campaigns as they execute. There’s AI involved but it’s not autonomous: the system only offers recommendations on how to meet specified targets.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.