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.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.