Optimizely announced Adaptive Audiences, which uses AI to define segments of visitors with similar intent and select contents suited to each segment. This is working with segments, not finding the best content for each individual. But it’s a step towards true individual-level personalization. The product is just entering beta tests.
Location-based marketing platform HYP3R has raised a $17 million Series A funding, bringing its total to $23.5 million. HYP3R identifies customers when they enter a geo-fenced location such as a mall or hotel and sends them personalized, real-time messages. It can also track visits to competitive locations and monitor social media comments about a location. HYP3R specializes in travel and retail clients.
Meanwhile, mobile ad platform Smaato reports that GDPR resulted in a sharp spike in costs for non-targeted mobile ad impressions, as advertisers shied away from targeting data they were not certain was collected with proper consent.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.