Incrmntal has released its Explorer platform, which uses “causal AI” to estimate the incremental impact of advertising investments. What’s magic is the incremental measurements happen without marketers needing to set up incremental impact tests. The system can also suggest the best place to spend your next ad dollar.
DoubleVerify will support TikTok’s new Inventory Filters – Vertical Sensitivity and Category Exclusion — providing brand safety and suitability measurement across 16 new categories of potentially sensitive content. The media effectiveness platform aims to ensure promotions are aligned with suitable content on the platform. This follows DoubleVerify’s January move to support Facebook Feed and Instagram Reels.
Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.