Predictive analytics vendor RevTrax is expanding beyond offer recommendations to add a half-dozen models for personalization choices. The new offering, Predictive Purchase Data, analyzes Web site visitor behavior in real time, predicting price sensitivity, retailer preferences, and best time to engage. Models are based on past behavior but the system doesn’t seem to track individual customers over time.
The World Federation of Advertisers (WFA) has released a framework and technical paper detailing its proposed approach to ad measurement without third party cookies. The Federation represents ad industry associations around the world. They propose two complementary approaches, one using anonymized data and sampling across all channels and another tracking individuals when first party data can be had. No silver bullets here.
Speaking of politicians, let’s catch up with Big Tech Goes to Washington. In the politically-tinged TikTok soap opera, several players are having second thoughts about the ill-defined Oracle deal. Meanwhile, the Federal Trade Commission is eyeing anti-trust action against Facebook and the Justice Department and Republican state attorney generals are rattling anti-trust swords at Google. Outside the Beltway, Google faces a $3 billion lawsuit in the United Kingdom over children’s privacy at YouTube.
“Ask Meta AI anything” is what you now see instead of the traditional search bar across Meta apps such as Facebook and Instagram. Meta AI will still perform the basic search function but will also answer questions and chat with you. It should hardly be a surprise when a tech company launches a genAI solution these days but this is a bold challenge to Google and Open.ai (it’s also available as a standalone tool at Meta.ai).