CDP Institute

Continuing its early fall shopping spree, Salesforce has signed a definitive agreement to acquire data protection and management company Own (it is also acquiring voice agent vendor Tenyx). In addition to analytics capabilities Own will enhance Salesforce’s existing data security tools. It has been a Salesforce AppExchange partner for over 10 years.

Forget cookies, Google also seems to be heading towards deprecating its Google mobile advertising ID. Getting ahead of that, mobile measurement platform AppsFlyer is integrating with the Attribution Reporting API in the Android Privacy Sandbox and releasing an associated dashboard. Mobile app development platform Unity helped design the integration and Unity Ads, its ad network, will be the first to use it.

Although the “Just Walk Out” technology was a fizzle in Amazon Fresh stores it is finding new markets. This fall will see the frictionless checkout solution deployed at 14 new NFL stadium stores as well as at a number of college and university stores. Lumen Field in Seattle alone will have 15 such stores.

CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph.  The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.

Outside Interactive plans to create a new social network based on the 80 million plus users of its just-acquired MapMyFitness app.  Total reach will exceed 100 million including Outside’s own audience.  The data will also make Outside Interactive the largest advertising network in the outdoor and active experience space.

Ad agency network Dentsu and The 614 Group are working to establish a new (as yet unnamed) coalition to encourage advertisers to spend with credible news outlets. This would fill the gap created when the Global Alliance for Responsible Media was shuttered in the face of an Elon Musk antitrust lawsuit. Dentsu has not said which brands have joined to date.

Much of the growth of Salesforce’s suite has come through acquisition and it has revived that strategy by signing a definitive agreement to acquire Tenyx, a developer of AI-powered voice solutions that create engaging conversations in a service environment. The intention is to integrate Tenyx’s voice agents with Salesforce Service Cloud. Deal value was not disclosed.

Interactive playable ads, where, for example, a user can test drive a gaming offering, are growing in popularity. Adoption more than doubled between H1 2023 and H1 2024; while video ads still lead the field, the trajectory of playable ads is notable. Ad campaign duration in mobile gaming apps also grew with sports ads ranking top at an average 47 days.

Researchers at the U.K.’s University of Bristol claim that some of the biggest U.S. gambling sites published over 1,000 posts in one week that did not include information on problem gambling support or a helpline number. This is in breach of the industry’s own self-imposed marketing regulations. Among those named were BetMGM, DraftKings, ESPN Bet and FanDuel.