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.
Unauthorized training data isn’t an existential threat to generative AI but it’s certainly a headache for users and developers alike. Most developers are trying to exclude materials that creators have explicitly labeled as unauthorized and citing “fair use” as justification for copying everything else. Getty Images has taken an opposite approach, building its gen AI tool only on materials that are explicitly licensed. It’s possible that tracing the provenance of training data will become a standard, similar to how organic food producers trace the origins of their ingredients.