Here’s one more product extension: Yotpo, whose technology helps to gather user-generated content and reviews, has added a suite of AI-powered solutions. What’s noteworthy is the sophistication of the AI: for example, it suggests relevant review topics to each customer based on their previous submissions and search history. Impressive.
If there’s any universally accepted truth among data-driven marketers, it’s that ad placements based on individual data are more effective than placements based on context (i.e., the publication where an ad appears).
Another perennial challenge that suddenly seems to have many solutions is measuring the impact of advertising on retail sales. Nielsen Catalina Solutions, which combines Nielsen TV viewing data with Catalina’s retail purchase information, has just launched new variation of its service. This one is focused on measuring the combined impact of ads viewed on different types of TV and video devices.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.