Looking to strengthen its ad offerings, streaming platform Netflix is partnering with Snowflake, LiveRamp and InfoSum to provide data clean rooms to its advertisers. The rooms will allow advertisers to share data and build audiences in a privacy-compliant way. Snowflake Data Clean Rooms is available to Netflix partners today with solutions from LiveRamp and InfoSum arriving in the coming months.
Creativity is the ultimate driver of business growth, say 89% of CMOs in this Dentsu Creative survey. But their focus is on technology: 65% say tech that enhances the brand idea is important, compared with just 51% citing a powerful organizing idea. Similarly, 65% are investing in data analytics to inform creative, more than using AI, social listening, or Gen-Z research. Skepticism about AI has fallen sharply: just 49% now think AI won’t be able to create ads that move people, compared with 67% in last year’s survey.
A survey of over 250 marketers by the CMO Council shows a (slowly) growing willingness for marketing and security teams to collaborate to protect the increasingly vital data supply chain. Almost 80% of those surveyed viewed a marketing/security relationship as extremely or very important. Fortunately, 67% of security organizations are very willing or willing to help out.
Enterprise AI vendor Uniphore has acquired CDP ActionIQ and cloud data engineering system Infoworks. The combination of products will create a Zero Data AI Cloud that simplifies AI deployments by enabling companies to access data for AI projects without moving it from existing systems. Prices were not announced.