The ClickZ Digest | OpenAI's Rockset Acquisition and What Comes After Cookies?

[Subscribe]() | [Forward]() [Logo]() Jun 25, 2024 ClickZ Digest WHAT WE ARE READING HUBSPOT [New Marketing Jobs That Could Focus on AI]() Marketing is undergoing significant changes, with AI playing a pivotal role. AI marketing jobs are increasingly common, requiring applicants to work with AI tools. This article explores how AI is impacting marketing jobs, the new AI demands in the industry, and how to keep up with these changes. AI is becoming integral to many marketing roles. A December 2023 Wall Street Journal article noted an 8% decrease in job listings mentioning AI from November 2022 to November 2023. This shift indicates that while AI is crucial, companies are focusing on the skills needed to use AI tools rather than explicitly mentioning AI in job postings. MARKETING GIVE [PepsiCo Experiments with Smart Cans, AI Tech to Improve Personalisation]() PepsiCo brands Gatorade and Pepsi showed off new tech bells and whistles as part of their showcase at the Cannes Lions International Festival of Creativity last week, per details shared with Marketing Dive. Gatorade demoed an artificial intelligence-powered AI Hydration Coach named Anna at Stagwell’s Sport Beach venue, where the brand acted as a sponsor. The assistant, trained on historical expertise from the Gatorade Sports Science Institute, breaks down the science behind hydration into an easily digestible form for consumers. MARTECH [Connecting Digital Experience to Strategy]() MarTechBot showcases responses to prompts from readers, focusing on connecting digital experience to strategy. The chatbot, trained with MarTech content, offers insights on KPIs and approaches to digital experience. For example, it explains how digital experience transformation connects to strategic capabilities like customer-centric approaches, technological expertise, agility, and integration. The MarTechBot also provides refined prompts for more specific, actionable information. As the CMO of a national hotel chain, tracking KPIs such as Customer Satisfaction Score, Net Promoter Score, Average Revenue per Available Room, and Customer Lifetime Value is crucial for aligning digital experience with strategic goals. MARKETING BREW [The Olympics Breathe Life Into Niche Sports. How Do They Win Sponsors in Other Years?]() When was the last time you watched a good old-fashioned game of badminton, a canoe slalom race, or an archery tournament? If you ever did, chances are it was around three years ago at the last Summer Olympics, when sports that most people would usually never imagine finding on ESPN suddenly got thrust into the international spotlight. For some niche sports, the Olympics and Paralympics provide a welcome boost in sponsorship interest that doesn’t tend to come during non-Olympic years. “Interest in general in the sport, it’s almost like it stays pretty flat, and then you have the Olympic Games, and it jumps in magnitudes,” Martin Branick, CEO of USA Team Handball, told Marketing Brew. “The closer we’re getting to 2028, the more we see a pickup in interest from corporate partners." SEARCH ENGINE JOURNAL [OpenAI’s Rockset Acquisition And How It May Impact Digital Marketing]() OpenAI acquired a technology from Rockset that will enable the creation of new products, real-time data analysis, and recommendation systems, possibly signaling a new phase for OpenAI that could change the face of search marketing in the near future. Rockset describes its technology as a Hybrid Search, a type of multi-faceted approach to search (integrating vector search, text search and metadata filtering) to retrieve documents that can augment the generation process in RAG systems. RAG is a technique that combines search with generative AI that is intended to create more factually accurate and contextually relevant results. It’s a technology that plays a role in BING’s AI search and Google’s AI Overviews. TOP VOICES DIRECTLY FROM MARISA LATHER [Would You Support Companies Using An AI Influencer?]() Marisa Lather discusses the growing trend of AI influencers in marketing. A recent survey shows 37% support, 34% opposition, and 29% uncertainty towards AI influencers. TikTok's generative AI avatars were highlighted at Cannes Lions, raising both opportunities and risks, such as deepfake content and potential FTC guideline breaches. Robert Freund, an advertising attorney, warns against AI influencers directly endorsing products. Marisa introduces Miquela, a popular AI influencer, and invites readers to share their thoughts on using AI influencers in campaigns. Full article and TikTok press release links are provided. WHAT WE ARE LISTENING TO THE NIELSEN COMPANY [What Comes After Cookies?]() For nearly three decades, third-party cookies have been essential in online advertising, content design, and analytics, allowing advertisers to deliver relevant ads and personalized experiences. Despite Google's delay in phasing out cookies until 2025, their end is inevitable. However, this transition could lead to a more privacy-compliant and effective advertising ecosystem. The industry is exploring various alternatives, including ID5, RampID, UID2, device IDs, IP addresses, and hashed emails, but no single replacement has emerged as dominant. Many publishers and advertisers are also focusing on collecting first-party data and developing identity graphs to create rich customer profiles and improve targeting. Additionally, ID-less solutions like contextual and location-based advertising are gaining traction, offering robust audience engagement without privacy concerns. Nielsen is leveraging its extensive datasets to provide nuanced and privacy-compliant audience segments through contextual and location-based solutions. The current uncertainty presents an opportunity for marketers to audit their advertising ecosystems, assess vulnerabilities, and experiment with alternatives to find the best solutions for their needs. [Listen Here]() MORE THAN A NEWSLETTER [Editorial]() Contact an editor to create content for your business. [Advertise with us]() Get in touch with our Advertising Team. [linkedin.png]() [twitter.png]() [youtube.png]() You have currently opted in to receive ClickZ Updates. 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