Regulators aren’t the only masters that Meta must serve. Advertisers pay the rent, and they’re increasingly worried about brand safety and suitability. To appease that dragon, Meta has just released tools to give them more control over what kind of content their ads appear near. AI-driven, of course.
When EU regulators ruled in December that Meta lacked legal basis for behavioral ad targeting, it was just a matter of time before they had to change their approach. That time has come: starting next week, Meta will give EU users the option to opt out of targeting based on behaviors. Consumers elsewhere will still be denied the choice.
Twilio has launched a real-time identity resolution solution, Segment Unify, that generates unified customer profiles within the Segment CDP and shares them with external systems via a Reverse ETL capability. Highlighting Reverse ETL features has become an increasingly popular tactic among CDP vendors who face aggressive competition from stand-alone Reverse ETL products.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.