OpenAP, the adtech platform co-owned by the major broadcast networks, has launched Open Identity, to converge streaming identity data. Open Identity will match audience identities across publishers, advertisers and data providers to streamline targeting and measurement for the video eco-system. The aim is to reduce waste while boosting audience size and match rates.
At least we all still agree that personalization is great, right? This survey from Dynamic Yield confirms the point, but finds deployment is often lacking. They found 67% of companies lack a unified audience strategy and may be using siloed processes within different teams (email marketing, for example). Forty percent lack KPIs to measure personalization success.
Sprout Social has launched a new, AI-powered iteration of its Influencer Marketing platform. Users will be able to identify creators relevant to their needs by using natural language prompts. It will also provide AI-powered brand-fit scores for creators and brand-safety scores, based for example on whether creators have, in the past, praised competitors.
When BlueConic bought experience builder platform Jebbit last July, it positioned the combination as “the industry’s first-ever Operating System for Customer Data”. In case their meaning wasn’t clear, they’ve now directly integrated Jebbit with BlueConic profiles and segmentation, enabling marketers to launch no-code quizzes, surveys and personalized guided journeys without leaving the CDP.