Panel-based measurement of TV viewing is Nielsen’s bread and butter.  Samba TV is pulling a seat to the table by combining audience data from tens of millions of opted-in televisions with HyphaMetrics’ measurements of content, ad consumption and brand sponsorship across all devices through its opt-in panel. The combined dataset will be available to brands, agencies and publishers to provide insights at household and individual levels.

Instacart announced at CES that it will begin piloting ads on its AI-powered Caper Carts, physical shopping carts that scan items as the consumer adds them. Initially, the ads will be seen on carts at Good Food Holdings stores such as Bristol Farms, with General Mills, Dreyer’s and Del Monte Foods among the first advertisers. It’s certainly a way to meet a shopper in the moment.

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.