In-game advertising continues to grow. Roblox has made its self-serve Ad Manager available to all customers. Ads can be sorted by genre targeting, brand suitability and audience estimator. This comes days after Walmart’s announcement that it will allow users to browse and purchase physical goods within Roblox’s virtual spaces.
Merkle advances its stake in customer experience management by partnering with data platform Celebrus to launch CXM Signals. The solution will use Celebrus’ data capture methodology to develop improved, first-party data-based customer profiles and therefore audience segments. The aim is to promote better experience management to support existing relationships and boost loyalty.
T-Mobile will allow advertisers to target more than 20,000 screens in 11,000 store locations. That’s a lot of screens, but how much foot traffic does the average T-Mobile store get? It’s also linking up with streaming media company Plex as a CTV partner.
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.