Machines Beat Humans in Ad Campaign Optimization Test: IPG Study

Admit it: every now and then you wonder whether all this tech stuff really works. Today we’ll reassure you. Let’s start with a test run by media company Interpublic Group (IPG to its friends) and adtech vendor true[X], which had humans and machines optimize the same ad campaigns and compared results. The machines won hands-down (if machines have hands), improving purchase consideration by 5.7% on 3.08 ad exposures per consumer, compared with 0.8% lift on 4.13 exposures per consumer for humans. The machines generated better results for brand familiarity, brand interest, and purchase intent as well.

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Adobe Buys Marketo for $4.75 Billion

September 21, 2018

It’s hard to imagine that anyone who reads this newsletter hasn’t already heard, but Adobe announced an agreement yesterday to purchase B2B marketing automation vendor Marketo for $4.75 billion. Seller was Vista Equity Partners, which bought Marketo in May 2016 for $1.8 billion. Adobe gets 5,000 customers in B2B marketing, where it has had little presence. Adobe comments suggest Marketo will stay separate from Campaign, Adobe’s B2C marketing automation system.

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ArcSpan DMP Lets Publishers Monetize Visitors Without Cookies

June 1, 2023

A cookieless DMP?  Sounds crazy, no?  Yet here is our little village of…oh wait, sorry.  Too much musical theater.  What I meant to say is that ArcSpan calls itself a DMP but, unlike the traditional kind, builds and sells segments based on page contents and custom audience attention metrics.  This lets publishers charge more for impressions that are not tied to addressable individuals.  Radical!

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