Marketing solutions company Quad is partnering with advertising analytics provider Adalytics to combat fraud and improve evaluation and optimization of campaigns. Quad’s media agency Rise will use Adalytics’ capabilities to reduce ad deliveries to obvious non-human traffic. Adalytics will also supply impression-level transparency tools.
Meta is planning to launch a new standalone Meta AI app in Q2, apparently in competition with the likes of ChatGPT. Meta AI is not itself new but is currently only available to users via a website or company apps such as Facebook and WhatsApp. Meta plans to test a paid subscription model.
Unpaid traffic (more likely to convert) is down 5.7% YoY according to a Contentsquare review of customer data while paid traffic is up 0.4%. This means the cost of a visit is up 9% with people turning to ChatGPT-style AI search rather than traditional search. Ironically this leads to the recommendation that marketers make more use of AI-powered insights into the customer journey.
Preliminary findings by the European Commission state that Apple and Google are in violation of the EU’s Digital Markets Act. Among the findings, Google Search is accused of prioritizing Google’s own products and services in results; Apple is instructed to improve interoperability between iOS and third-party devices. The companies now have an opportunity to respond.