Although 70% of consumers are mobile gamers, 21% of mobile gamers aren’t reached by social ads. With 150 million mobile gamers in the U.S., that 21% represents a large potential audience. Games represent 10.6% of all mobile time spent but only 3.9% of total ad spend, leaving big opportunities, according to a report by mobile ad agency Digital Turbine in collaboration with app intelligence firm Apptopia.
Interpublic Group (IPG), the ad agency and media holding company, has launched IPG Engine, a platform that leverages Adobe GenStudio for AI-driven content creation, production and activation. Adobe capabilities available in GenStudio include Adobe Workfront, Adobe Experience Manager, Adobe Express and Adobe Firefly. The Engine will leverage IPG-owned Acxiom’s data and identity tools to support its profiling and audience creation capabilities.
TransUnion’s marketing arm TruAudience is partnering with data clean room vendor Samooha, which was purchased last year by Snowflake. Users will be able to access TransUnion’s marketing identity graph natively within Samooha and securely collaborate in sharing customer data without compromising privacy.
Twilio is adding ‘contextual awareness’ to its Segment CDP, which in plainer English means data stored in Segment will be available when creating event-triggered, real-time messages. This and a redesigned journey architecture are part of Twilio’s “next generation” customer engagement platform, which also includes natural voice AI agents, voice and text analytics, and RCS and WhatsApp messaging. Twilio separately announced a multi-year partnership with Microsoft to speed the adoption of conversational AI for customer engagement.