Brands don’t want to send too many messages, so marketers have to choose which messages to send. CDP Hightouch’s new Smart Suppression feature makes this decision by predicting incremental lift from each message. Marketers can then suppress less effective messages based on percentile thresholds or probabilistic filtering.
Brands also want to avoid invalid traffic (IVT) when serving ads. HUMAN’s Page Intelligence tool uses 400+ predictive models and algorithms to detect IVT in milliseconds and discard the data from further analysis. Unlike previous offerings, Page Intelligence is geared for individual advertisers, not large platforms.
Meiro has made its CDP available on AWS Marketplace, allowing users to deploy it within existing AWS environments. This keeps the customer data within the enterprise for greater security and control. As with similar CDP-and-cloud-vendor partnerships, Meiro will integrate seamlessly with other AWS tools.
Instacart and TikTok have announced an integration for ad targeting to reach specific groups of Instacart shoppers. Advertisers will be able to use Instacart data and access their product catalog from within TikTok’s Ad Manager. It’s another example of retailers monetizing their data outside of their own platforms.