Automated copy generation vendor Persado has launched new tools to tailor content to personal preferences, at the segment or individual level. They call their customer-level “Language Profiles” a “new form of first party data” but it’s not clear whether they’re asking customers about the copy they receive or simply observing what they respond to. If they were really good at this, they’d have known to show me the answer.
Circling back to marketing issues, this Merkle survey finds that consumers express the usual conflict between liking personalized offers (86%) and suspecting that big tech data policies mostly benefit the tech companies themselves. Still, just 13% say they always reject cookies and 90% would provide more information in exchange for a positive brand experience.
AI plays a big role in this Yahoo announcement, which describes how they’ll use it to put anonymous website visitors into audiences based on how closely they resemble identified users. As they describe it, Next-Gen Audiences “considers a mix of real-time signals received on the bid request, including content, location, weather, device type, and more” to build anonymous audiences that are more effective than content-based targeting alone. No cookies or persistent user profiles are involved. Today’s news is they’ve extended this from in-app inventory to web advertising.
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.