This GP Bullhound report offers ten tech predictions for 2024, officially kicking off the 2024 prediction season. At least six relate to AI, but they also look at the growth of the private space industry (space as in astronauts, not WeWork), anti-money laundering, and carbon accounting. Perhaps the riskiest prediction is that Apply will launch an ad-free search engine of its own. Thought-provoking if not light reading.
Speaking of product-led growth, Modus Create finds just 23% of companies always involve marketing in customer-facing digital product development, well behind executives (58%) and operations (54%), and even trailing finance (30%) and IT (29%). You’ll be happier to hear that improved customer experience is the most common benefit expected from digital product projects (47%), trailed by data security (42%), return on tech investments (41%), and highest profitability (38%).
Marketing measurement platform AppsFlyer has had a data clean room solution since 2021 and just last month converted it into the Privacy Cloud Marketplace by opening it to third-party services. The idea is to make it easier for AppsFlyer clients to share data with each other, platforms, partners, ad networks, and everyone else. They just bought analytics platform devtodev, in good part to serve as a test bed for fleshing out the Privacy Cloud Marketplace services.
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.