Data clean rooms let companies match consumer identities without revealing private information, but don’t solve the problem of making accurate matches. Neustar is stepping into that breach in a deal to make its identity resolution and data enrichment available within the InfoSum data clean room. InfoSum also announced a deal recently to enrich data clean room contents with IRI consumer data.
Here’s more science: Octave Audio reports that users who voice a brand’s name in response to a smart speaker show a 30% higher brain response than users who hear an ad without saying the brand name. It’s not clear how that translates into conventional metrics like brand awareness and recall, but presumably it’s an improvement. As Teen Talk Barbie might say, neuroscience is tough.
Subscription management platform Zuora is buying Zephr, which adds marketing and personalization capabilities to subscription services. Subscriptions have become an increasingly popular way to squeeze earn more revenue from customers, although $18 per month heated car seats still seem ridiculous.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.