Lytics has introduced an ad targeting tool, Interest Engine, that defines a set of topics for each advertiser, uses the Google Protected Audiences API to store the topics relevant to each individual within their browser, and matches the topics against available advertisements. Like all Protected Audiences applications, this approach enables creation of (relatively) large audiences without tracking known individuals.
Blueprint is a new Yahoo product that combines two sets of its own data: first-party behavioral data from Yahoo’s own sites and purchase and location data from logged-in users with a Yahoo email address. The goal here isn’t to build audiences, but to help advertisers optimize their campaigns as they execute. There’s AI involved but it’s not autonomous: the system only offers recommendations on how to meet specified targets.
Trying to replace the targeting capabilities lost to new privacy rules is arguably a new national sport. The team of Strategus, Intent IQ, and PubMatic has entered the game with a Connected TV-to-mobile retargeting play that matches a brand’s first-party data with audiences in IntentIQ’s DMP, and then buys ads through PubMatic. The key is IntentIQ’s ability to cross-reference Connected TV households with mobile devices without using personal or device identifiers.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.