MTA

OpenAI Celebrates Collaborators in GPT-4o Testing Efforts

OpenAI published an acknowledgements page listing external testers and collaborators for the GPT-4o system card. The page enumerates categories including Red Teaming Individuals, Red Teaming Organizations, and Preparedness Collaborators, and names dozens of contributors across those groups. Organizations named among red teaming collaborators include Apollo Research, Faculty, Gray Swan AI, Haize Labs, METR, and Virtue AI. The acknowledgement emphasizes community collaboration for ethics, safety, and red teaming activities related to GPT-4o.

MTA Launches Programmatic Ads Across 3,800 DOOH Screens

Outfront Media and the MTA announced that programmatic digital out-of-home (DOOH) advertising is now available across the entire MTA DOOH network, enabling open-auction buys on about 3,800 screens. The rollout covers DOOH displays on train platforms in 484 stations across the NYC subway plus Long Island Rail Road and Metro-North stations, and includes displays at station entrances that were opened for programmatic activation in December 2022. Previously, MTA ad placements required direct insertion orders. The network serves roughly 4 million daily riders. Advertisers can target by hours, days, and moments, leveraging audience data and dynamic creative optimization. The move follows gradual DOOH adoption, with ongoing enhancements from partnerships and data providers to measure attribution and audience reach.

Metro Enhances Martech with Adobe's Real-Time Data Platform

ADZINE reports on Adobe’s Real-Time Customer Data Platform (RTCDP) embedded in Metro’s Martech stack and the strategic moves around real-time personalization. Adobe showcased RTCDP capabilities at its London and Las VegasSummits, including data partnerships with Merkle, Epsilon, and LiveRamp to boost audience targeting and cross-channel reach (including audio and Connected TV). Enhancements enable lookalike audiences from first-party data and automatic ingestion of segments from other Martech stack components such as data warehouses and CRMs. AIDA Cruises has become a RTCDP user, leveraging real-time insights for personalized newsletters and offers. Metro, advised by IBM iX (IBM Consulting), is implementing a new Martech landscape to improve multichannel communications via automation and hyper-personalization. IBM iX conducted a study identifying 17 data-driven use cases, to be developed and deployed across 22 countries. The initiative integrates Adobe products with Metro’s existing solutions and builds internal capability for broader adoption.