InMarket vs Life360

Your Agent Is Only as Good as Its Audience: When to Use Syndicated vs. Custom

New blog post added to InMarket's blog page: 'Your Agent Is Only as Good as Its Audience: When to Use Syndicated vs. Custom'.

Why SChain Validation Deserves More Attention in Programmatic

This article from IAB Tech Lab discusses the importance of the SupplyChain object (schain) in programmatic advertising for ensuring supply path transparency. It explains how schain records every entity that handled a bid request, but emphasizes that declaring a chain is not the same as validating it. Validation involves cross-checking each node against the public ads.txt and sellers.json files. The article highlights common issues like fabricated hops, duplicate seller IDs, and obfuscated bundle IDs. It urges exchanges, SSPs, and DSPs to implement and continuously validate schain to combat ad fraud, build trust, and protect revenue. The piece also mentions IAB Tech Lab's automated validation service and a proposed 1.1 update to the spec.

• The SupplyChain object (schain) records every entity that handled a bid request, starting from the original publisher.
• Validation of schain involves checking each node against public ads.txt and sellers.json files.
• A reseller must insert their own node into the chain when taking custody of a bid request, or the object becomes invalid.

Attentive VP Jema Birkmeyer Discusses AI's Role in Lifecycle Marketing

In a MarTech Series interview, Jema Birkmeyer, VP of Strategic Accounts at Attentive, discusses the evolving landscape of lifecycle marketing as AI and agentic AI take on more campaign decisions. She highlights a shift from rule-based marketing to direction-setting, where AI handles millions of real-time decisions about audience, messaging, timing, and channel, allowing marketers to focus on strategy and creativity. Birkmeyer emphasizes the need to balance short-term conversions with long-term customer value, noting that 65% of shoppers are open to more relevant messages, while 80% ignore irrelevant ones. She discusses the changing role of segmentation, the importance of deliberate testing for creative and strategy, and the risk of brands losing relevance through over-automation. The interview underscores that AI enhances but does not replace the need for human insight and creativity in building lasting customer relationships.

• Jema Birkmeyer is VP of Strategic Accounts at Attentive.
• Attentive is an omnichannel marketing platform for SMS, email, RCS, and push.
• 65% of shoppers are open to more messages if relevant; 80% ignore irrelevant messages.

Jamie Oliver's Midlife Crisis Becomes Life360 Microdrama

Life360, the family safety app, has launched a comedy microdrama series titled 'Finding Jamie While He's Finding Himself' starring chef Jamie Oliver. The five-episode series, created by Baby Teeth and directed by Tom Kingsley, features Oliver exploring wellness rituals while showcasing Life360's features. The campaign aims to boost brand awareness and subscriptions through entertainment, blending Oliver's personal brand with product integration. The Olivers genuinely use Life360, adding authenticity. The series will distribute on Oliver's platforms and paid media in Anglo markets, timed for Life360's seasonal peak.

• Life360 launched a five-episode comedy microdrama series starring Jamie Oliver.
• The series was created by creative company Baby Teeth and directed by Tom Kingsley.
• The Olivers are real Life360 users, with the family dog wearing a pet tracker.

LIFE360 ANNOUNCES NEW PET CARE PRODUCTS SO NO ONE FORGETS FIDO THIS BACK-TO-SCHOOL SEASON

New Features and QR Code Collar Tag Help Ensure Everyone’s Favorite Family Member is Connected and Cared For On and Off the App