Publicis and The Trade Desk have agreed to connect Publicis-owned Epsilon’s CORE ID customer identity platform with The Trade Desk-run Unified ID. The deal will improve ad targeting by giving The Trade Desk clients access to the 250 million cross-device “consumer identities” in 125 million U.S. households that Epsilon collects from publishers and transactions. The Trade Desk will be the exclusive DSP for CORE ID.
Here’s another ID hookup: DSP MediaMath will incorporate Tru Optik’s Data Marketplace of connected TV and other device-based audience segments covering 80 million U.S. households. The Tru Optik segments are based on behaviors, interests, and demographic data from multiple sources. You may recall that Tru Optik was purchased by TransUnion last October.
Since we’re delivering bad news today, let’s also note that marketers are still struggling with online basics. The Drum found that just 33% of UK businesses provide a personalized Web site and only 27% deliver any type of dynamic content. Three-quarters identify fewer than 20% of their Web site visitors and 65% struggle with unconnected data sets. Have a great weekend!
“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).