IAB Defines Marketing AI Use Cases

The Interactive Advertising Bureau’s AI working group just released a set of AI use cases for marketing.  The eight use cases are…oh, just click and read it for yourself.  And while you’re clicking, take a look at the IAB Tech Lab’s new set of proposed standards for addressability and privacy practices.

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Experience is Customers’ Highest Priority: The CMO Survey

March 12, 2021

Respondents to Duke Fuqua’s long-running The CMO Survey were in a cheery mood, with the highest optimism scores in three years and 72% believing that marketing has grown more important during the pandemic.  The good vibes extended to their view of customers, whom they felt value a good experience more than product quality, trust, service, price, and innovation.  Data integration for customer tracking is their fastest-growing investment.

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What If Media Group Builds Team of AI Models to Run Acquisition Campaigns

March 11, 2021

If you’re looking for concrete AI deployments, the What If Media Group just launched ARIA, an interconnected set of AI models that optimize customer acquisition campaigns.  Different models find the right audience, pick the best content for each person, select the right channel and send at the right time.  The system drives customer acquisition campaigns, which simplifies the task a bit because they target an immediate response.

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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