Google has announced enhanced agentic AI capabilities for Ads, Analytics and Chrome. Ads agents will make campaign recommendations while in Analytics, agents will serve insights including as simple data visualizations. In the Chrome browser, Marketing Advisor will help advertisers manage marketing tasks.
Salesforce has entered into a definitive agreement to acquire cloud data management and integration platform Informatica for an eye-catching $8 billion in equity. The plan is to strengthen the data foundation that supports the deployment of Salesforce Agentforce AI agents. Informatica offers data transparency, contextual understanding (vital for AI agents) and data governance.
IAB opened a period for public comment on its updated General Terms for Digital Advertising Agreements. This is the first update since 2001 and the comment period will last through July 21. The new terms were put together by some 276 IAB member companies including big holding companies like Omnicom and Publicis.
Composable CDP Hightouch is introducing same-session personalization, providing the ability to combine warehouse data and real-time signals during real-time interactions. It requires caching audience data outside of the data warehouse, bending the company’s “no copy” rule. This blog post explains how they do it.