Measured, the incrementality measurement specialist, has launched a new platform aimed at circumventing the need to rely on unverifiable reports generated by walled gardens. “Incrementality” refers to the “causal lift in sales driven by a given marketing activity for a given period of time.” Measured’s new platform will support the analysis of incremental ad performance across all paid media platforms.
Consumers shopping on Google will now have options to personalize their own customer journeys. The new tools include the ability to rate styles, the option of specifying favorite brands, generation of images based on natural language prompts and virtual try-on. This must also, presumably, mean consumers voluntarily delivering “zero-party data” to Google.
The E.U. Court of Justice has found that Amazon is obliged under the Digital Services Act to disclose information about its online advertising in a publicly available archive. The court agreed that Amazon might suffer damage but said that interests defended by the E.U. legislature prevail. Amazon had contested that it is a “large online platform” as defined by the Act.
Salesforce has announced a new solution, Unified Knowledge, that will pull data from third-party systems thus supplementing Salesforce Data Cloud with external information sources. Initially, this is mainly aimed at helping Service Cloud users in combination with Einstein for Service’s generative AI. It was developed through a strategic partnership with AI vendor Zoomin.