In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.
The ad industry would have lost $11.78 billion to invalid traffic last year without ad fraud standards in place, according to a report by industry group TAG. The actual losses of $979 million mean a saving of $10.8 billion. More than 90% of ad spend flowed through TAG-certified companies.
The trend towards storing data in cloud data warehouses and activating it from there (through “composable” CDPs, for example) might run into an obstacle: cost. A survey of 500 data and IT leaders by Ocient finds that 68% are surprised by data analytics spend, while 40% say their data strategies are limited by cost. It’s the growing volume of data that is making it difficult to predict and manage costs.
Tofu has raised $12 million in Series A funding to support the ongoing development of its AI-powered unified marketing platform. Identifying worsening “martech bloat” as a problem for GTM teams, Tofu is proffering its platform as an integrated marketing solution with gen AI embedded. This intended to avoid the adoption of multiple AI-related tools with overlapping functionality.