Snap Inc. has announced that it has tapped real time audience insights platform Samba TV to provide data on conversion outcomes to Snapchat advertisers. Samba TV’s measurement capabilities currently extend to all of the major walled gardens, more than 200 national networks, local networks in 100 designated market areas and some 400 digital publishers. Advertisers will also be able to use the data to optimize ad spend.

62% of marketers have positive expectations about the ability of generative AI to boost human creativity, while 55% think it will drive teams to look beyond conventional strategies, according to a December report from Capgemini. The main use cases are expected to be data analysis (90%), search engine optimization (89%), customer services (89%), content creation (88%) and image and video generation (86%). This may be a new year, but this story isn’t going to get old any time soon.

Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.