With 86% of marketers agreeing that games advertising is of growing importance, the IAB has released a new guide to advertising in the casual games space. Casual games are defined as mass market video games with broad appeal as opposed to games aimed at hobbyist gamers. As well as having significant reach (31% of the U.S. 190 million-plus gamers play casual games), the channel commands engagement and attention — unlike TV.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.
For the first time, B2B buyers are driven more by personal than professional considerations according to the “largest ever” global study of B2B buying behavior by Dentsu. Personal drivers include alignment with personal values and gaining new knowledge; professional includes things like competitive pricing. With buyers emphasizing values and trust, brand has never mattered more.
CDP Zeta Global has unveiled Athena, a “superintelligent” voice-activated interface that delivers instant answers, smarter decisions, and agentic actions throughout the Zeta platform. It activates a suite of agentic apps that can adapt to each user’s specific goals and styles. Early access will begin later this year, with a suite of agentic apps to follow in the first half of next year.