Games are emerging as an alternative ad channel in the no-cookie universe. Retail giant Walmart is partnering with 3D experience platform Unity to give Unity developers the opportunity to incorporate Walmart commerce APIs into games, virtual environments and apps. Players will be enabled to make purchases of physical goods without leaving the game.
In the latest evolution of its One Platform solution, NBCUniversal has launched One Platform Total Audience. The new technology will use AI and predictive analytics to create a single media plan across live and streaming TV targeting a brand’s chosen audience segment. It will combine NBCUniversal’s first-party data with advertisers’ data sets to support targeting at scale. No cookies here, folks.
Panel-based measurement of TV viewing is Nielsen’s bread and butter. Samba TV is pulling a seat to the table by combining audience data from tens of millions of opted-in televisions with HyphaMetrics’ measurements of content, ad consumption and brand sponsorship across all devices through its opt-in panel. The combined dataset will be available to brands, agencies and publishers to provide insights at household and individual levels.
Salesforce’s Dreamforce mega-conference is next week and the company’s publicity elves are already working overtime. In the first of what are sure to be daily announcements this week, the company announced 100+ industry-specific prompts, data models, and AI capabilities across its fifteen industry clouds. It also launched an AI Use Case Library to house its industry-specific AI offerings.