You knew your smart speaker had a microphone, but what about that treadmill at the gym? Equipment maker Life Fitness has launched an ad network on its devices, complete with programmatic inventory sold through Vistar Media. So far it doesn’t seem the advertising is targeted at individuals but surely that comes next. Not possible, you scoff? Remember that treadmills already have biometric sensors and Internet connections.
SAP yesterday joined the parade of enterprise software vendors who announce plans to launch a CDP without revealing a schedule or details. The goal they described – “to ingest all customer attributes to create a unified profile, including experiential, operational events and activity, behavioural, consent and first-party profile, and demographic data” and share these in real time with SAP and third party applications – sounds like a real CDP. We’ll see what they deliver.
This report from Forbes Insights and Treasure Data shows that personalization leaders are winning, too: it finds that 54% of personalization leaders exceeded their revenue targets compared with just 15% of followers. Much more here on what leaders do differently and how to follow in their footsteps.
Marketing Intelligence, a new solution from Salesforce, provides always-on ingestion of marketing data. Drawing on the unified data of Salesforce Data Cloud and the support of Agentforce agentic AI, it will deliver actionable insights and recommendations. It will feature a homepage for marketers; paid media optimization as Agentforce automatically pauses low-performing ads; and automatic data enrichment.