Here’s another unexpected announcement: mParticle has added a “User Aliasing API” that can automatically merge profiles when an anonymous user is associated with a known user ID. You might have thought they could already do that. The moral is to check such things with any vendor, even the established ones.
Much of the U.S. is baking in a heat wave, so we’ll save energy by making today’s newsletter exceptionally brief. Item 1: outdoor media agency Adquick has launched a cost-per-engagement model for outdoor advertising – something that has traditionally been as unmeasurable as it gets. Advertisers pay for responses to SMS codes shown in the ad.
Barking up the same tree, TV ad buying and measurement vendor VideoAmp has acquired IronGrid Data Services, which provides access to “secure, anonymized, and privacy-complaint” TV viewership data from video program providers and connected TVs. VideoAmp will use this as part of a new data division that aggregates data from set-top boxes and automated content recognition to provide segmentation and viewership data.
Salesforce kicked off its big Connections conference yesterday, and if you’re surprised the focus was on generative AI, you haven’t been paying attention. Still, the focus this time was on marketing applications that draw on Salesforce CDP data, so it’s right up our alley. They also announced direct access to Google BigQuery data, ticking the “zero-copy” box as well.