Category: In the News

Curated Performance Marketing News – Consumer and Industry Trends-Affiliate Networks, Business Insights and more.

AI doesn’t fix measurement — it raises the stakes for CMOs

Ran Avrahamy, CMO, AppsFlyer

For more than a decade, CMOs have been told that better technology would finally solve their measurement problems. First, the solution was attribution. Then it was omnichannel dashboards. Now it’s AI.

But the uncomfortable truth many marketing leaders have discovered in real time is that AI hasn’t fixed measurement. It has made unreliable measurement more consequential, by accelerating decision making based on false confidence.

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‘An ethics issue’: Why some creators are re-auditing their brand deals after Hootsuite-ICE controversy

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At the start of this year, Vancouver-based tech company Hootsuite came under fire over a contract with the U.S. Department of Homeland Security (DHS). DHS oversees Immigration and Customs Enforcement, or ICE. News of the tech company’s partnership made its rounds online, prompting some creators to end their own partnerships with Hootsuite.

Tameka Bazile was one of those creators. Bazile said she was concerned that Hootsuite’s social‑media management and monitoring tools would allow ICE to track and surveil online users. Hootsuite CEO Irina Novoselsky has refuted those claims, saying that its contract with ICE does not include tracking or surveillance of individuals, according to CBC News. Digiday reached out to Hootsuite to understand its approach to creator partnerships after the fallout.

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