In-store audio platform Qsic has raised $25 million in Series B funding. Qsic offers localized in-store audio ads reaching some 100 million shoppers at point of purchase, with 70,000 speakers set to deploy over the next year. Qsic uses generative AI to create localized audio ads in real time, based on retailer data with details like local pricing, inventory and weather conditions.
Programmatic adtech platform Viant is adding TransUnion’s TruAudience identity data to its Viant Household ID. Viant claims Household ID can match 95% of U.S. adults.
Google has made its Meridian open-source marketing mix model available for free to all marketers and data scientists. Marketing mix models are an old tool for measuring marketing results, newly important as other signals are obscured by growing consumer privacy. Google also announced a partner program of experts to help users apply Meridian.
Pretty soon it will feel odd when you can’t click on an ad to buy something. PayPal is advancing that glorious future by transforming open web advertisements into fully functional storefronts. Somewhat related: Dentsu and Roku have advice on what makes shoppable TV ads succeed (hint: it’s more than personalization).