Branch vs Braze

Branch Launches New Blog: How To Simplify Attribution With AI Data Analysis

Branch has published a new blog post titled 'How To Simplify Attribution With AI Data Analysis', which discusses how AI tools can help marketers answer exploratory, diagnostic, comparative, and benchmarking queries about their attribution data.

Branch Launches New Blog Post: How To Simplify Attribution With AI Data Analysis

Branch published a new blog post titled 'How To Simplify Attribution With AI Data Analysis', highlighting how AI tools can help marketers answer exploratory, diagnostic, comparative, and benchmarking queries about their attribution data.

Building Advertiser Analytics in a Post-Identifier World

An ExchangeWire blog post (published 2026-08-27) that lists hundreds of advertising vendors registered in an IAB TCF vendor/consent registry and details each vendor's declared consent purposes, legitimate-interest uses, special purposes, features, categories of data collected, data retention periods and consent/ cookie expiry/tracking methods. The page functions as a vendor transparency/consent directory tied to IAB TCF, showing how many AdTech/MarTech companies classify their data use and retention in a world moving away from device identifiers. It is primarily a technical/reference resource for advertiser analytics, privacy compliance and vendor inventory auditing.

• Article published on 2026-08-27.
• Page lists vendors who are part of the IAB TCF 1013 registry and shows each vendor's consent purposes, special purposes, features, categories of data and retention periods.
• Includes hundreds of AdTech/MarTech companies (examples: Branch Metrics, Tappx, 33Across, Criteo, Amazon Ads, Google Advertising Products, LiveRamp, PubMatic, Magnite).

Oreo's 'Dunk in the Dark' Tweet: The Blueprint for Agentic Marketing

The article revisits Oreo's famous 'Dunk in the Dark' tweet from the 2013 Super Bowl blackout, arguing that its success stemmed not from improvisation but from a pre-built command center and delegated approval chain. It traces how marketers misread the moment and tried to replicate it with newsrooms, CDPs, and next-best-action engines. The piece highlights that agentic AI promises to scale this governance model to millions of interactions, but adoption lags: only 39% of brands have a CDP to support it, and Gartner projects 60% will use agentic AI by 2028. It also cites Adobe research showing 75% of practitioners still see real-time personalization as a major challenge, and a Braze report finding only 53% of consumers feel brands predict their needs. The article concludes that the infrastructure exists but coherence and data connectivity remain hurdles.

• In 2013, Oreo posted 'You can still dunk in the dark' during a 34-minute Super Bowl blackout, earning ~15,000 retweets and 20,000 Facebook likes organically.
• Oreo's agency 360i ran a command center with a pre-agreed approval chain, and the brand spent the prior summer on 100 consecutive Daily Twist posts.
• Adobe's 2025 research found 75% of practitioners still consider real-time personalization a major challenge.

Give back more effectively with Braze Charitable-Giving Canvas templates

Braze introduces updated Charitable-Giving Canvas templates to help brands give back more effectively.

Playable Enables Sounded Inline AutoPlay Video in Email

Playable Inc. announced a new email video capability that enables HD video to autoplay on open with user-controlled sound and playback directly inside email messages, eliminating the need to redirect recipients to external platforms. The feature is available to enterprise customers and integrates with major ESPs and marketing platforms. Playable says the solution preserves brand context and CTAs, offers features like AI Video Editing, Lifecycle Video, Video Lock & Compliance, and provides one-click connectors to several ESPs. The company also offers a Leakage Calculator to estimate revenue lost when subscribers are redirected outside the inbox.

• Playable Inc. announced a capability that allows HD video to autoplay with user-controlled sound and playback directly inside email messages.
• The sound-enabled inline autoplay feature is available now to Playable’s enterprise customers.
• Playable’s solution is compatible with campaigns built for Braze, Salesforce, Klaviyo, Constant Contact, Customer.io, Benchmark Email, Mailchimp and 30 other partners.