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Integral Ad Science offers a rare bit of good news in its latest Media Quality Report: fraud rates actually dropped in the second half of 2023, at least for advertisers who used fraud-prevention services. Recent DoubleVerify studies also reported fraud is stable or falling, although other industry research simply focuses on its cost.

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Full image variations based on creative assets or text prompts, plus text overlay and image expansion, are among the new GenAI features offered by Meta. Also offered, text generation to create variations on ad headlines. The features are available in Ads Manager through Advantage+ creative.

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Grocery delivery company Instacart will partner with NBCUniversal to deliver first-party purchase data to help measure the impact of streaming campaigns by CPG brands. The new offering will be available to advertisers in Q2 2024 and is expected later to expand to linear TV. This builds on an existing partnership between Instacart and NBC’s Peacock channel.

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Aimed at the many small businesses that spend less than one hour per day on marketing (per Constant Contact’s research), Campaign Builder will generate audiences, content and channel choices in minutes. Constant Contact also launched BrandKit, a tool to support brand consistency in marketing communications. Both new solutions are powered by Constant Contact AI.

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CX management platform Sprinklr is introducing “digital twins.” Not your average chatbot, a Sprinklr digital twin is more like an AI-powered employee, able to plan actions, create workflows and make decisions, but at speed and at scale. They are said to be more easily trained than chatbots and can operate within brand policies and guardrails.

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The contradictory trends in martech this year are the need to consolidate (cut costs and prove value) and the need to innovate (especially around AI). The latest MartechMap shows the space has grown by 18.5% since May last year. The “Martech for 2024” report and the new map were published on Martech Day (May 7).

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The loyalty management market is set to grow at a CAGR of 17.3% between 2024 and 2029, more than doubling its value from $11.4 billion to $25.4 billion. The growth will be driven by gamification of loyalty programs, the spread of loyalty management mobile apps and, of course, the need to reduce churn. Going forward, loyalty management will increasingly be characterized by personalization.

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Salesforce has announced a new solution, Unified Knowledge, that will pull data from third-party systems thus supplementing Salesforce Data Cloud with external information sources. Initially, this is mainly aimed at helping Service Cloud users in combination with Einstein for Service’s generative AI. It was developed through a strategic partnership with AI vendor Zoomin.

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The new iteration of Alembic’s marketing attribution platform aims at demonstrating marketing ROI with mathematical precision using a set of AI techniques including causal AI and a graph neural network. Alembic seeks to be able to base attribution on causality rather than correlation. The new system will be powered, says Alembic, by a “supercomputer.”

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Failure to patch known vulnerabilities contributed to twice as many confirmed security breaches in 2023 than the previous year. Fourteen percent of breaches began by exploiting a vulnerability, almost triple the previous year. Don’t discount human fallibility either: Clicking on phishing emails and failing to correctly configure security controls made a contribution.

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Microsoft changed its terms of service to disallow US police departments’ use of facial recognition in Azure OpenAI, its generative AI enterprise platform. It also explicitly bars use of real-time facial recognition technology for trying to identify people in uncontrolled environments. However, OpenAI and Microsoft have pursued project work with the Pentagon and US Department of Defense.

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Dropbox has more than 700 million registered users and, while it’s not known how many customers use Dropbox Sign, the service is available on all Dropbox tier plans. So, the Dropbox Sign hack they announced may have affected millions of consumers. Now, a class action has been proposed out of California, which alleges private information of potentially millions of customers may have been exposed and accuses Dropbox of lacking the most basic security protocols thus leaving information at risk.

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