Brand safety is a growing concern as world news gets more miserable.  Google has given advertisers more tools to control where their ads appear by making it easier to select themes to exclude and showing the impact on YouTube and Google Ads audience size of those choices.  Other ad platforms are also bulking up brand safety options, although some work harder than others.

In case you still haven’t read the memo, streaming digital services are really anxious to show you ads.  The latest to drive home the message is YouTube, which has stepped up its war against ad blockers.  They apparently issued a statement seen only by The Verge, to the effect that their previous anti-ad blocker tests have now gone global and ad-averse users can buy a paid subscription if they want.

Amperity has launched Lakehouse CDP,  which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks.  Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.