We don’t write much about influencer marketing here because, frankly, a lot of it seems sketchy. But PQMedia just put the global market at $34 billion in 2023, up 17% from 2022. That’s the same magnitude as retail media, audio, and out of home, which seems too big to ignore completely.
Claritas furthered its ambitions to become “the top closed-loop service provider” to the marketing industry with the purchase of ArtsAI, which offers attribution, ad campaign optimization, and personalization tools for audio advertising. Claritas expects to apply the ArtsAI tools to other channels as well.
Let’s journey down the ad measurement rabbit hole today, Dear Reader. First stop is a new partnership that will apply TransUnion’s multi-touch attribution solution to TikTok campaigns. Measurement is at the campaign level although the underlying analysis looks at individual behaviors. It’s part of TikTok’s on-going effort to increase its appeal to advertisers.
Continuing its early fall shopping spree, Salesforce has signed a definitive agreement to acquire data protection and management company Own (it is also acquiring voice agent vendor Tenyx). In addition to analytics capabilities Own will enhance Salesforce’s existing data security tools. It has been a Salesforce AppExchange partner for over 10 years.