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How It Works: Sentient Ascend Uses Artificial Intelligence for Faster, More Productive Conversion Optimization

Looking for something more rigorous than patterns or correlations? How about  multivariate testing using artificial intelligence and genetic algorithms to optimize conversion rates? In this stellar blog post, Neal Cole of digital agency Conversion Uplift explains the workings of Sentient Ascend’s testing system.  Worth knowing.

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McKinsey Puts CDP at the Heart of Modern Marketing

March 24, 2017

Back to Customer Data Platforms. Here’s a McKinsey article that delightfully calls data activation and personalization “the heartbeat of modern marketing” and then positions CDPs as “solving the ongoing challenge of true personalization”. They describe CDPs as including analytics and decisioning, which is broader than the CDP Institute’s definition. But it’s still a great endorsement. Related: the Customer Experience Matrix blog just published a graphic showing how CDPs relate to other marketing systems.

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Ad Fontes Media Partners with The Trade Desk to Support Brand Safe Advertising

February 23, 2024

Ad Fontes Media, a company that rates news sites for reliability and bias, has announced the integration of its rating data with The Trade Desk’s programmatic advertising platform. This will allow the screening out of highly partisan, AI-generated and clickbait sites, preferentially serving ads to sites containing quality journalism. Directing ad spend to low quality sites not only wastes dollars and threatens brand safety but de-monetizes quality news operations.

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