Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization and enhanced segmentation.

 As part of the media division’s release, Pipeline360 and Demand Metric conducted “The 2024 State Of B2B Pipeline Growth” survey, which found that:

• 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers are unable to meet their pipeline goals; and
• 93% of B2B marketers say that data compliance and accuracy is a priority at their company.

“This gap in marketers’ ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today — budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy,” said Jeremy Bloom, Co-founder and CEO of Integrate, in a statement. “We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform’s capability to connect, govern and measure performance across multiple demand channels.”

The introduction of Pipeline360 closely follows Integrate’s release of Data Guardian, a data protection offering designed to help ensure marketing leads are high quality and compliant in the highly regulated data landscape.

The post Integrate Launches New Media Division, Pipeline360 appeared first on Demand Gen Report.

Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology and various other signals — such as viewability, ad situation and user interaction — to weigh them into a single attention score. IAS’s attention model is designed to provide a singular view of campaigns’ attention performance, based on a pool of data consisting of billions of impressions and millions of conversion events.

“Attention measurement must inform actions that drive superior results for advertisers,” said Yannis Dosios, Chief Commercial Officer for Integral Ad Science, in a statement. “Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment and customer interaction impact campaign performance. According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130% lift in conversion rates leading to a better return on their investment.”

The post IAS Announces Attention Product To Unify Media Quality & Eye Tracking appeared first on Demand Gen Report.

In the progressive marketing landscape, diversity and inclusion are no longer optional: They’re business imperatives. The integration of these values into strategic planning isn’t just a trend; it’s a transformational step toward unparalleled success. Specifically, companies with the highest levels of diversity and inclusion outperform their peers by 35% in financial performance.

However, according to a 2022 study by the American Marketing Association, 81% of B2B media buyers say DE&I is a top priority for their team, but only 62% actually have a formal DE&I strategy in place. This can result in missed opportunities for growth and connection with a diverse customer base, ultimately limiting their potential for long-term success.

To help organizations better embrace diversity and inclusion initiatives, Cognitiv, a deep learning AI provider, released two new features that enable more diverse and inclusive (D&I) media buying. The Inclusivity feature uses GPT technology to “read” content and determine whether the language is inclusive, neutral or non-inclusive, while the Diversity feature analyzes visitor demographics to determine whether advertisements authentically connect with multicultural groups. 

Dr. Aaron Andalman, Cognitiv’s Chief Science Officer and Co-Founder, explained that brands’ D&I media buying goals have been notoriously difficult to achieve, but recent advances in large language models allow a richer, more nuanced, understanding of page content. To discuss the new solutions and better understand current DE&I trends, the Demand Gen Report team sat down with Dr. Andalman to learn more.

Demand Gen Report: What factors led to the creation of the Diversity and Inclusivity features?

Dr. Aaron Andalman: Cognitiv’s latest Diversity and Inclusivity features evolved from industry-focused conversations that sales and leadership teams had with clients and partners. The team recognized a common theme woven throughout these conversations: A gap in media buying, as brands have D&I media buying goals that are difficult to achieve. Cognitiv felt we were uniquely positioned to help close this gap because of our use of large language models (LLMs), so we built a solution that leverages LLMs’ more nuanced understanding of page content to help brands achieve D&I goals.

With Cognitiv’s Diversity feature, brands can more effectively discover and reach diverse audiences by analyzing the demographic composition of users on a given page. With the ability to target diverse ethnic makeup at the page level, brands have the power to scale their message and support publishers who produce more inclusive content.

The innovative use of GPT AI for Inclusivity provides an intuitive understanding of a page’s intent, giving brands access to suitable and relevant content for the first time at scale. Brands will now be better able to actively buy inclusive or neutral media aligned with their unique brand values and avoid non-inclusive media.

DGR: How do you see these two releases reshaping the industry?

Dr. Andalman: These releases are helping to evolve the industry in a couple of ways. First, we are empowering advertisers to find brand suitable places for their own content and to reach more diverse audiences — programmatically and at scale. This opens a new layer of the DE&I conversation for brands in the form of context.

Second, we are using deep learning — GPT AI — to completely reinvent the way that content and context are evaluated. GPT AI understands language at a level that is much more nuanced, which unlocks a host of new opportunities. Brands no longer have to rely on keywords and URLs to target content; they can have AI “read” pages for them at enormous scale.

DGR: How would you rate marketers’ current ability to create inclusive and diverse advertising content? What factors contributed to your rating?

Dr. Andalman: We see advertisers putting in a lot of work to create inclusive and diverse creative for channels like display and video advertising. A study found that 90% of advertisers feel that diversity in advertising is a priority, which is the first step toward progress. However, we still have work to do to achieve this goal, because only three out of five global consumers feel represented in the advertising they are exposed to.

There is more to achieving diversity than fair representation in creative. Media buying, for example, still favors content from the major media companies, while multicultural and independent content is under-represented. While we have made some progress, an ANA study in 2019 found that while multicultural consumers comprise 40% of the adult population, multicultural media investments totaled only 5.2% of total media spend. 

DGR: Although the answer might seem obvious, I’d love to get your opinion: Why is it so important for organizations to ensure that their content is inclusive and diverse?

Dr. Andalman: In addition to the general best practice of treating everyone equally and representing everyone fairly, there is evidence that it is good for business. By underspending on inclusive content, brands miss out on reaching a huge percentage of their multicultural audience. Today’s multicultural population represents a huge opportunity: The buying power for African American, Asian American and Native American consumers increased from $458 billion in 1990 to $3 trillion in 2020. Hispanic buying power also has grown substantially over the last 30 years, from $213 billion in 1990 to $1.9 trillion in 2020.

Consumers are more likely to buy from companies that represent them in advertising. For example, 69% of Black consumers said they would be more likely to buy from a brand that positively reflects their race or ethnicity.

DGR: Beyond content, are there any other steps you think organizations need to take to promote diversity and inclusion?

Dr. Andalman: Representation in advertising and context create a unified brand experience that drives higher performance. Media buyers can get better results if they focus on contextually relevant placements for their creative. Research shows that context contributes to a number of advertiser KPIs including memorability, purchase intent and favorability.

It is important for marketers to work with partners that enable them to put their messages of diversity and inclusion in context. For example, advertisers want to work with publishers who have inclusive content, or at least avoid non-inclusive content. After the work and care that is put into their own creative, having this contextual connection is important.

The post DGR Quick Six: The Vital Role Of DE&I In B2B Media Buying Strategies appeared first on Demand Gen Report.

The Pixis platform is designed to provide a product suite that includes targeting, in-flight performance optimization and generative AI capabilities. The company plans to use the funding to deepen Pixis’s AI capabilities, accelerate global expansion, invest in research and development to refine and launch a generative AI-powered creative studio and build strategic product and business partnerships.

Most recently, Pixis launched its creative studio, which features AI capabilities that enable brands to instantly generate photorealistic creative assets – both 3D images and videos – through text prompts.

“This is shaping up to be an exciting year for Pixis as we welcome Touring Capital as investors: The Touring team have been important thought partners over the years, and we are delighted to announce our new partnership,” said Shubham A. Mishra, Co-founder and CEO of Pixis, in a statement. “With this capital raised, we will continue to concentrate on strategic channel partnerships with renewed vigor, and invest heavily in our research and development efforts.”

The post Pixis Secures $85M In Series C1 Funding appeared first on Demand Gen Report.

FEATURES/FUNCTIONALITY

Cxense enables publishers and digital businesses to aggregate, segment and take action on user data to increase engagement and digital revenue. With lookalike modeling, Cxense enables audience expansion by identifying new customers who act like current ones.

By leveraging the platform, customers can merge all data into one consolidated user profile across all devices, as well as off-Web to POS and CRM.

TARGETED USERS

Cxense works with marketers and decision-makers at all levels across many industries, including media, publishing and retail, among others.  

COMPATIBILITY

Cxense can integrate with most CRM/ERP systems that allow API integration.

DELIVERY/PRICING MODELS

As a SaaS solution, pricing depends on client usage. Initial installation is between $100,000 to 249,999 — with 80% attributed to the solution, 10% for implementation services and 10% for ongoing consulting.

CURRENT CLIENTS/USERS

Current Cxense users include Winnipeg Free Press and The Wall Street Journal.

COMPETITIVE POSITIONING

The Cxense platform dominates in its ability to gather, analyze and apply real-time user data across all personalization strategies regardless of third-party integrations.

CONTACT INFO

Cxense Inc.
381 Park Avenue South (8th floor) 
New York, NY 10016
1 703 201 6528

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