YouTube ad platform Pixability has launched new AI-powered capabilities to identify videos suites to advertisers’ target audiences. Pixability has video-level data for 3.6 billion YouTube videos, more than any other third-party. The new solution detects types of video content that specific personas have engaged with in the past.
The trend towards storing data in cloud data warehouses and activating it from there (through “composable” CDPs, for example) might run into an obstacle: cost. A survey of 500 data and IT leaders by Ocient finds that 68% are surprised by data analytics spend, while 40% say their data strategies are limited by cost. It’s the growing volume of data that is making it difficult to predict and manage costs.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.
They didn’t call it a CDP, but Meta just launched a product to “connect your first-party data from any sources to any destination, streamlining your data handling processes and unlocking valuable insights to optimize your marketing campaigns.” The name of this miracle cure is Signals Gateway, and pricing seems to start at $30 per month. Data is hosted in Amazon Web Services and, at least in theory, Meta can’t see it.