With interest in consumer attention growing, IAB and MRC are inviting comment on newly released attention measurement guidelines. The intention is to narrow the many different ways of measuring attention to four methods: data signals, visual tracking, physiological and neurological observations, and panels or surveys. Attention metrics are intended to be complementary to delivery and outcome data.
With Prime Video reaching 130 million Americans, Amazon is rolling out direct commerce: the option to add items from a streaming ad directly to your Amazon shopping cart. The plan is to feature hyper-relevant, AI-powered contextual advertising so that ads will seem a “natural extension” of whatever you happen to be watching. Amazon will also introduce “pause” ads that will show branded content when you hit, guess what, pause (Prime subscribers can evade these pleasures by paying an extra $3 a month).
CDP Redpoint Global is launching its Data Readiness Hub, which packages its data quality and identity resolution tools in a real-time environment to automatically update customer profiles as new data becomes available. The aim is to solve quality problems before the data enters critical activation systems. Continuous updates also reduce data preparation time.
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.