Microsoft will rely on Integral Ad Science to block inappropriate content across Microsoft Web sites including MSN, Outlook.com, and Microsoft Edge. It’s IAS’s second big win in a week, following news that Verizon Media will use IAS to promote brand safety and improve contextual targeting. Brand safety is an increasing concern among advertisers.
‘Tis the season for CDP announcements. Yesterday was Oracle’s turn and the theme was integration: they offered integrations with Sourcepoint and OneTrust privacy systems and tighter integration with Oracle’s own Eloqua, Data Management Platform, and Infinity streaming data collector. Also added: support for B2B data models and a universal data collection tag.
Everyone’s favorite example of spooky personalization is Minority Report, and particularly the mall scene where advertising posters talk to specific individuals. I though that had finally happened when I saw that Quotient was offering in-store digital ads targeted with “proprietary shopper intent data and exclusive shopper purchase data”. But it turns out they’re just analyzing that data and then targeting locations that are most likely to attract particular audiences, not individuals. So at least one dystopian nightmare hasn’t come true in 2020. Yet.
The past year has been tough for all kinds of tech investments. This LUMA report offers an overview of martech, adtech, and content tech financial activity in public markets, private financing, and mergers and acquisitions. To summarize a mixed picture: the bleeding has stopped but growth has not yet resumed.