CDP Simon Data has released three new features. Enrich+ will enhance customer profiles with new core demographic fields. An Engagement Index (yes, scoring engagement) will be added to Simon Predict, while AI Smart Fields will attach attributes to profiles based on data rather than a predefined model.
Hightouch has announced a new integration with LG Ad Solutions as CDPs find more and more scope to participate in the adtech space. LG will provide a means for Hightouch customers to activate their first-party data on CTV. Audiences can be built in the data warehouse, then onboarded to LG.
Nielsen built its business measuring advertising audiences, but if you’d rather measure attention, they’re cool with that. Their Outcomes campaign effectiveness suite just added technology from Realeyes, which uses AI-powered attention heat maps to detect visual elements that drive higher attention. Users will get performance scores for ads across multiple markets and audience segments.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.