IBM’s The Weather Company is joining with Nielsen to offer Zip code-level advertising triggers based on local weather and Nielsen’s product sales data. The magic of artificial intelligence has let IBM develop more than 500 triggers with up to six variables per trigger. These will be available to target ads across programmatic, display, social, search, video, email, and digital out of home media.
The World Federation of Advertisers (WFA) has released a framework and technical paper detailing its proposed approach to ad measurement without third party cookies. The Federation represents ad industry associations around the world. They propose two complementary approaches, one using anonymized data and sampling across all channels and another tracking individuals when first party data can be had. No silver bullets here.
Speaking of politicians, let’s catch up with Big Tech Goes to Washington. In the politically-tinged TikTok soap opera, several players are having second thoughts about the ill-defined Oracle deal. Meanwhile, the Federal Trade Commission is eyeing anti-trust action against Facebook and the Justice Department and Republican state attorney generals are rattling anti-trust swords at Google. Outside the Beltway, Google faces a $3 billion lawsuit in the United Kingdom over children’s privacy at YouTube.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.