Measures to ensure ads do not appear adjacent to negative content may serve no purpose. That’s the conclusion of research conducted by HarrisX for marketing network Stagwell Global. Ads appearing alongside stories about politics, inflation and crime performed no worse than ads appearing adjacent to sports, entertainment or business stories (based on a survey of almost 50,000 U.S. adults).
A comparison between Q1 2023 and Q1 2024 reveals marketing technology funding plummeting from $13.2 billion to $1.8 billion, although the latter was an increase on the $699 million figure for Q4 2023. New product announcements were up over 100% on the previous quarter. Interestingly, investment in productivity/workflow and web performance/security both outstripped investment in AI.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.