If you think you spotted a trend of connecting ads with sales results, you’re right. Nielsen is headed in the same direction with its Nielsen ONE Alpha cross-platform measurement solution, which will combine details on ad campaign reach, frequency, and audience characteristics with the advertiser’s sales data. At least, that’s the plan: the features won’t be available in real life until next year at the earliest.
Out-of-home ad platform AdQuick is partnering with LiveRamp to target physical and digital out-of-home ads based on first-party data. The targeting is at the group level: marketers send anonymized first-party audience lists to AdQuick, which uses LiveRamp’s identity graph to find locations where the same people or look-alike audiences are most likely to be found. Sales data can also be added to the mix to measure results.
We don’t usually report rumors and this item is a couple of days old. But it’s huge news so I wanted you to see it. The specific item is that, to avert EU anti-trust action, Alphabet may drop its requirement that YouTube ads be placed through its Ad Manager and Google Ads products. What makes it huge is the implication that regulators may finally start to take serious action against Big Tech monopolies.
We’re not quite ready to party like it’s 2019 but there was a touch of déjà vu yesterday when Klaviyo’s share price soared 23% after its initial public offering, which had already been repriced above its target. The offering gave Klaviyo a valuation of $9.2 billion or roughly 20x its 2022 revenue.