In the latest evolution of its One Platform solution, NBCUniversal has launched One Platform Total Audience. The new technology will use AI and predictive analytics to create a single media plan across live and streaming TV targeting a brand’s chosen audience segment. It will combine NBCUniversal’s first-party data with advertisers’ data sets to support targeting at scale. No cookies here, folks.
Eighty percent of organizations surveyed for the Capgemini Research Institute’s CMO Playbook series have either already allocated budget to integrating genAI into marketing, or plan to do so in the next six months. Sixty percent believe the potential benefits of the technology outweigh the risks. The survey also found a consensus that AI would supplement rather than replace human creativity.
Games are emerging as an alternative ad channel in the no-cookie universe. Retail giant Walmart is partnering with 3D experience platform Unity to give Unity developers the opportunity to incorporate Walmart commerce APIs into games, virtual environments and apps. Players will be enabled to make purchases of physical goods without leaving the game.
Microsoft has confirmed that Reddit has blocked its Bing search engine from crawling content; Reddit seems to have blocked DuckDuckGo too. Reddit content will still appear in Google search results, but then Google has paid Reddit $60 million to allow it to train its AI models on that content. Reddit says the block has nothing to do with the Google deal: okay.