By Shawn Lim WPP and Tencent are joining forces to help advertisers in China make full use of data and artificial intelligence. The two parties are coming together to ensure that despite the stricter data privacy protection regulations being put in place, there will not be isolated data silos and complicated data exchange practices. Using the Cloud Security Privacy Computing (CSPC) Platform, WPP and Tencent Cloud Big Data, have already run campaigns of multi-party federated learning with brands like Pernod Ricard. Federated Learning is a distributed machine-learning framework that breaks down data silos to unleash the full potential of AI. Founded on the core principle of Read full story › Source: The Drum...
Read MoreBy Kendra Clark Coca-Cola has teamed with 3D creators at Tafi to host an auction for special-edition virtual ‘loot boxes’ of NFTs. Profits from the event will be donated to the Special Olympics, of which Coke is a long-standing sponsor. Coca-Cola has today announced its first foray into the world of non-fungible tokens (NFTs) with a new partnership with Tafi, which creates custom avatars and 3D branded content. In celebration of International Friendship Day on July 30, Coca-Cola will hold an auction for ‘loot boxes’ of NFTs created by Tafi. The set includes digital apparel that can be worn in Decentraland, a decentralized Read full story › Source: The Drum...
Read MoreBy Shawn Lim Spotify has formed a partnership with digital-first sportswear brand Nobull ahead of the 2021 Nobull CrossFit Games. The partnership will feature specialty audio and video ads for the games and Nobull, as well as a sponsorship of Spotify’s most popular workout playlist, Beast Mode, where athlete Brooke Wells will become the first professional athlete to grace the playlist’s cover photo. Nobull and CrossFit will be playing the Beast Mode playlist on-site at the Nobull CrossFit Games, as well as mentioning it during the CBS broadcast of the competition, which will run from July 27 to August 1. “From pump-up playlists to walkout songs, Read full story › Source: The Drum...
Read MoreBy Chris Sutcliffe The Olympic Games are a huge draw for broadcasters and publishers. The evergreen allure of live sport and ramped-up engagement from audiences make the weeks of the Games especially valuable. This year, though, with limited access, some teams are amending their plans – and discovering value outside of the events themselves. This year’s Olympics are unusual for any number of reasons, from the new sports on show to the delay of the event itself. While broadcasters and blogs have been able to accommodate those changes, the reality of these pandemic-hit games means that many brands have had to amend Read full story › Source: The Drum...
Read MoreBy Tristan Rice One-stop shop Engine is facing a breakup as its owner Lake Capital puts it up for auction. Tristan Rice, who leads SI Partners’ European M&A practice, considers who will buy its divisions and how will it impact the value of its business. To understand what’s happening with Engine today, you have to go back to its origins. Engine – formerly The Engine Group – was conceived in a different era. Those who remember the likes of Loewy and Photon will recall that there was great excitement around the concept of buying up agencies of all shapes and sizes and sticking them Read full story › Source: The Drum...
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