AdTech News Round-up
Microsoft's AdTech company Xandr is facing an EU privacy breach complaint backed by the advocacy group noyb.
The complaint, filed in Italy, alleges Xandr violates GDPR rules on data transparency and access rights.?
Xandr is accused of denying all requests for data access and deletion, claiming it can't verify individuals' identities due to pseudonymous data. noyb contends this is not credible given Xandr's business relies on profiling individuals for targeted ads. Additionally, noyb found inaccuracies in Xandr's data, questioning the quality of its ad targeting.
If upheld, the complaint could result in significant fines for Xandr and Microsoft.
LinkedIn is launching its AI-powered campaign tool, Accelerate, globally by early fall after a testing period.?
The tool, designed to streamline the campaign creation process from 15 hours to 5 minutes, uses AI to recommend and optimize campaigns for B2B audiences.?
Early users have reported significant efficiency gains and cost reductions, with some seeing over a 3X increase in lead form completion rates and a 66% reduction in cost per lead (CPL).
BlueConic acquired Jebbit, a company specializing in interactive online data collection tools, to enhance its CDP capabilities.?
Both companies, based in Boston and sharing connections through local investors and founders, have complementary technologies that can provide significant synergies for their marketing clients.?
This acquisition reflects a broader trend of CDPs evolving to offer more holistic services.
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Electronic Arts is fishing for skilled AdTech professionals to streamline and expand its advertising offerings, signaling its deeper push into the AdTech space.?
The company aims to unify its various game studios' advertising products to create a more cohesive and scalable ad business, as highlighted in recent job postings.?
This strategic move follows CEO Andrew Wilson's statement on ads being a significant growth driver for EA.
More companies are vying for positions in the (almost) post-cookie era.
IntentIQ, collaborating with Involved Media, achieved notable success by blending cookie-based and cookie-less approaches for an education client’s campaign.
The initiative saw a significant 77% increase in lead generation from iOS and Safari users, reducing the cost per lead by 71% compared to previous efforts, highlighting the effectiveness of adapting to privacy-safe, scalable, and interoperable solutions.
After facing initial rejections, Apple has finally given its approval for Epic Games, the creator of Fortnite, to launch its third-party app marketplace in the EU.
Before granting approval, Apple stipulated that Epic Games ensure its Games Store did not closely resemble the App Store in appearance and messaging. While Epic generally adhered to this requirement, adjustments were needed for elements like the design and text of the download button.
This case underscores the rigorous scrutiny Apple applies under the new rules allowing third-party app stores on iOS, marking a significant shift for developers exploring alternative distribution avenues. Continued rejections could deter other developers from pursuing similar initiatives.
As mandated by the DMA's regulations, Apple must now accommodate third-party app stores on iPhones, responding to its classification as a "gatekeeper" under EU law. Developers also have the option to adopt new DMA provisions, aimed at reducing commissions on in-app purchases, albeit under a complex fee structure where developers compensate Apple for technology usage.
The Brazilian data protection authority (ANPD) has issued a directive prohibiting Meta from utilizing personal data of Brazilian users to train AI models, highlighting concerns over potential risks to user privacy.
ANPD's action was prompted by Meta's recent revision of its privacy policy, which included provisions allowing for AI training using public data from Facebook, Messenger, and Instagram within Brazil.?
Specifically, ANPD expressed worries about the use of Brazilian children's photos in AI datasets, compelling Meta to swiftly comply with regulatory demands under threat of substantial fines within a five-day window.