CDP Zeotap has added prebuilt predictive models to its system, enabling non-technical users to create audiences based on predicted Recency-Frequency-Monetary value or Customer Lifetime Value segments. The system can also enrich audiences with Zeotap’s age, demographic and interest data. Zeotap is among the relatively few B2C CDPs providing its own audience data.
Another day, another AI survey. This one by Morning Consult for IBM offers a good overview of AI adoption and obstacles. Key findings: adoption stalled during the pandemic but is set to accelerate; 51% of companies have a unified view of their data; and data issues trail only expertise as adoption barriers. Fun facts: marketers invest less in AI than most other departments and 77% of companies with over 1,000 employees draw on more than 50 systems for AI and analytics inputs.
Ad measurement system Oracle Moat has added 3D game ads to its repertoire. That might not sound very important but in-game ads are a huge industry – estimated to hit $56 billion by 2024 according to Omdia. Moat’s measurements identify potential fraud, which has grown along with in-game ad revenue.
YouTube is not just a video platform, of course, it’s also a powerful search engine and it has begun testing a Google AI Overviews carousel that will appear in results for selected queries. Given the threat AI Overviews is perceived to pose to click-thru traffic in Google Search results, there’s a question about whether the YouTube initiative could depress click-thrus to brand and creator videos. Right now, the feature is only visible to a sub-set of U.S. premium users.