Videos are everywhere but the quality is often abysmal. Magisto offers an AI-based system that lets non-experts improve their videos dramatically. They were just bought by Vimeo, which will add Magisto’s features into its own platform. Now your cat can do her own video without your help. That’s progress.
Are you tired of stories about tying online behavior to real-world store visits, Dear Reader? What once seemed magical now seems common. Still, it’s arguably the greatest revolution in marketing measurement since the dawn of mass media. In any case, here’s another one: Location data company Factual has launched a new product that correlates ad exposure to visits, using data from Factual’s graph of 300 million devices. Marketers can compare exposed to non-exposed groups to estimate incremental campaign impact.
In a bit of a head scratcher, Salesforce has purchased its own nonprofit spin-off, Salesforce.org, for $300 million. The money will go the philanthropic Salesforce Foundation. Salesforce.org, which makes Salesforce software available to nonprofits at deep discounts or for free, will now be part of the for-profit Salesforce.com business. Salesforce expects the change to help it grow sales in the non-profit, education, and philanthropy sectors.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.