The ad-buying world is an increasingly scary place.  Brand safety concerns now top the list of advertiser worries, according to this Integral Ad Science survey, just beating decreased access to consumer data and results measurement.  Unfortunately, the most important ad channel, social media, is also the one facing the greatest challenge of consumer trust.

Snowflake-based CDP Simon Data has launched a service, Anonymous+, that uses an identity graph to link anonymous website visitors with personal identifiers and uses the result for ad targeting and personalization.  Simon also announced an integration with ad buying platform The Trade Desk, which will let users create segments within Simon and send them to The Trade Desk as programmatic ad audiences.

CX management platform Sprinklr is introducing “digital twins.” Not your average chatbot, a Sprinklr digital twin is more like an AI-powered employee, able to plan actions, create workflows and make decisions, but at speed and at scale. They are said to be more easily trained than chatbots and can operate within brand policies and guardrails.