Ad measurement system Oracle Moat has added 3D game ads to its repertoire. That might not sound very important but in-game ads are a huge industry – estimated to hit $56 billion by 2024 according to Omdia. Moat’s measurements identify potential fraud, which has grown along with in-game ad revenue.
CDP Zeotap has added prebuilt predictive models to its system, enabling non-technical users to create audiences based on predicted Recency-Frequency-Monetary value or Customer Lifetime Value segments. The system can also enrich audiences with Zeotap’s age, demographic and interest data. Zeotap is among the relatively few B2C CDPs providing its own audience data.
Salesforce is renaming its Customer Data Platform, from Customer 360 Audiences to Salesforce CDP. New features available today include Tableau integration and calculated metrics. Mulesoft integration, improved segmentation, and AppExchange app integration will be released later this year. Salesforce CDP uses the same data platform of Salesforce Sales, Service, and Commerce clouds, which makes it easier share data with those systems. Marketing Cloud is still on a separate platform.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.