Yes, it’s come to this: robots are watching TV for you. iQ Media, whose business is monitoring media to track coverage for marketing and public relations teams, is using super-smart logo-recognition and spoken word-detection technology to track visual and aural mentions of brands. In real time, no less. Did I mention they have a library of 22 million hours of TV recorded over the past six years?
Many marketers are confused about the difference between Customer Data Platforms and Data Management Platforms.
Personalization vendor Evergage announced Evergage Guardian, which monitors visitor behaviors across Web sites and mobile apps to uncover opportunities and problems in real time. I like the symmetry in this: in addition to recommending things to customers, Evergage turning around and making recommendations to marketers. We don’t classify Evergage as a customer data platform because that’s ancillary to their personalization business, but they do build unified profiles.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.