The headline on this PwC study for Adform isn’t immediately obvious: first-party IDs improve programmatic ad results. But what the study mostly found is you get more responses when you show ads to more people. First-party IDs come into play because they let you show ads to people who would otherwise be unreachable in cookieless environments.
Hi, it’s Jamie, Senior Intern at the CDP Institute’s Department of the Obvious. The boss left work suddenly today, muttering something about extradition treaties, so I’m filling in. Here’s an Integral Ad Science study that used eye tracking technology to find that people viewing content on a topic pay more attention to ads on that topic. Even more obvious, their purchase intent is higher too.
This MarTech salary survey finds that marketers’ top activity is building marketing programs, which is about as obvious as it gets. Nearly as obvious: buying technology is the number one job for marketing ops staff. There’s also non-obvious content, such as who gets paid more, but that’s not my department so you’ll have to download the report for that information.
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.