IAB Tech Lab is doing its part to improve measurement by extending its Open Measurement SDK to cover Connected TV. The SDK helps publishes integrate with multiple measurement providers, making it easier for advertisers to apply their measurement tools of choice. I needn’t remind you that Connected TV is one of the hottest, and most fragmented, new advertising categories. But I just did.
Tighter money calls for better measurement. DoubleVerify has launched a new “Attention Lab” that looks beyond clicks and viewability to assess exposure and engagement. These are apparently less disrupted by new privacy rules and, one hopes, do a better job of predicting business impact.
You may recall Wednesday’s report that IT leaders expect higher budgets despite recession worries. This Twilio Segment survey found that marketers are not as confident: 63% expect their martech budget to fall in the next twelve months. A whopping 83% expect to simplify their martech stack while 57% say they’re spending on ineffective tools. Still, 71% are prioritizing first party data and 82% believe companies with excellent customer data will grow faster than companies without it.
Salesforce is buying Airkit.ai, which builds low-code, AI-powered e-commerce customer service agents. You might have thought Salesforce could already do that, but presumably Airkit does it better. It doesn’t hurt that the company founders sold a previous business to Salesforce, the company was partly funded by Salesforce Ventures, and the product is already listed on AppExchange. Price was not announced.