Software
TikTok Joins Forces with Nielsen for Cross-Media Ad Metrics
2024-12-05
TikTok has forged a significant partnership with Nielsen, enabling advertisers and agencies to make direct comparisons of ad performance across all screens. This includes digital, CTV, and linear platforms. Nielsen emphasizes that this partnership will grant advertisers a more comprehensive understanding of TikTok's role in audience reach and assist them in optimizing ad placements across various media.

Empowering Advertisers with Cross-Media Clarity

Understanding the Importance of Audience Engagements

In today's digital age, where people seamlessly move across different platforms and devices, capturing audience engagements on TikTok becomes crucial. Nielsen, with its Nielsen ONE platform, is well-equipped to deliver cross-media measurement. As Ameneh Atai, GM of Audience Measurement at Nielsen, stated in a press release, "Amidst a fragmented ecosystem, advertisers face the challenge of understanding and substantiating the incremental value of each element of their media plan. Integrating TikTok into Nielsen ONE unlocks a significant piece of the puzzle, providing much-needed clarity and helping advertisers make the most informed decisions as they plan and measure their cross-platform and publisher campaigns."This partnership allows advertisers to gain a holistic view of their audience reach and engagement, enabling them to make more strategic advertising decisions. It helps them identify the most effective ways to reach their target audiences across different screens and media channels.

The Significance of TikTok's Integration

TikTok's global head of Marketing Science, Jorge Ruiz, highlighted the importance of extending reach beyond traditional channels. He stated that TikTok's integration with Nielsen ONE enables advertisers to understand and leverage cross-media engagement. This integration provides advertisers with valuable insights into how their ads perform on TikTok and how they contribute to overall audience reach.By having access to cross-media measurement data, advertisers can better allocate their advertising budgets and optimize their campaigns. They can identify the platforms and devices that drive the most engagement and adjust their strategies accordingly.

Nielsen's Track Record in Cross-Media Analytics

It's noteworthy that this isn't Nielsen's first foray into partnering with an entertainment platform to measure cross-media analytics using Nielsen ONE. In 2022, Nielsen announced its first media partner as YouTube, allowing advertisers to compare YouTube reach from computer, mobile, and CTV to linear TV. A few months later, Nielsen debuted a partnership with Roku to track cross-media viewership.Currently, Nielsen also has a three-year agreement with Amazon Prime Video to measure the viewership of its exclusive NFL Thursday Night Football telecasts. This demonstrates Nielsen's expertise and commitment to providing comprehensive cross-media measurement solutions.With this extensive experience and partnerships, Nielsen is well-positioned to help advertisers navigate the complex landscape of cross-media advertising and make data-driven decisions. It provides a unified platform for measuring audience reach and engagement across different platforms, enabling advertisers to maximize the impact of their advertising efforts.
Google's December feature drop: Gemini & accessibility updates
2024-12-05
Google has been making significant strides in the tech world with its December feature drop. This update brings a plethora of new features and enhancements to Pixel and Android devices, revolutionizing the user experience.

Unlock the Power of Google's December Updates

Android Updates

Google is introducing new Gemini extensions that open up a world of possibilities. Users can now explore songs and playlists through Gemini, send messages or make calls using default apps, and even control smart home devices. The company is also using this opportunity to update Gemini Advance to remember preferences and interests. For example, if dietary preferences are saved, Gemini will suggest relevant recipes.

Android is getting a new expressive captions feature that vividly reflects the emotions on the screen. It describes expressions like [whispering], [cheers and applause], and [groaning]. Additionally, Google Drive is getting an upgrade with better auto-enhancements, automatically editing document snaps.

Pixel Updates

Google is adding an easy-to-operate mode with increased font size and touch sensitivity for better visibility. There's also a theft protection-related update that requires biometric authentication when changing sensitive settings in a new location. The Pixel Screenshots app, launched with the Pixel 9 series phones, can now categorize screenshots automatically and surface them through search filters. Users can save items found using circle to search in the app and add saved screenshots of tickets or passes to Google Wallet quickly.

On Pixel 9 devices specifically, Gemini Nano is getting more contextual smart replies during calls. The Screenshots app has a new suggestions feature that shows movies, music, and product suggestions from screenshots in other apps. The new Pixel 9 series phones also support posting and capturing HDR photos directly to Instagram, and the recorder app has a clearer voice recording mode.

Pixel Watch and Pixel Tablet Updates

The Pixel Watch 2 is integrating with doorbell notifications on Nest Cam or Nest Doorbell, allowing users to view who's at the door. Loss of pulse detection is expanding for Pixel Watch 3 users in Germany and Portugal. The company is also expanding fitness reading support to multiple watches. The Pixel tablet is getting VPN feature support and lockscreen widget support.

All these features are available to all Pixel devices with a Pixel 6 or later. It's an exciting time for Pixel and Android users as they embrace these new enhancements.

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Women in AI: Tamar Eilam's Work on IBM's Sustainable Computing
2024-12-05
To bring to the forefront the significant contributions of women in the AI field, TechCrunch is embarking on a series of in-depth interviews. These interviews aim to shine a light on the remarkable women who have played a crucial role in the AI revolution. One such woman is Tamar Eilam, who has dedicated 24 years to IBM and is currently an IBM fellow, focusing on sustainable computing.

Unveiling the Women Shaping the AI Future

IBM Fellow Tamar Eilam: A Pioneer in Sustainable Computing

Tamar Eilam has spent the past 24 years at IBM, where she is currently serving as the chief scientist for sustainable computing. Her work involves helping teams reduce the energy consumption of their computing processes. One of her most notable achievements is the open-source project Kepler, which enables the quantification of the energy consumption of individual, containerized applications.In an industry where energy consumption is becoming a critical issue as the AI revolution progresses, Eilam has been ahead of the curve. A Goldman Sachs report this year highlighted that one ChatGPT search requires 10 times the electricity compared to Google Search. Additionally, AI is expected to increase data center power demand by 160% in the near future. Eilam is working with IBM to address these challenges and find sustainable solutions."There needs to be a focus on sustainability in general," she told TechCrunch. "We have an issue, and we also have an opportunity."

The Energy Dilemma and AI's Potential

Eilam believes the industry is facing a conundrum. While AI has the potential to make industries more sustainable, currently, the technology itself is a significant resource drain. However, computing and AI can actually help decarbonize the electrical grid. Currently, the grid relies partly on renewable energy sources like water, the sun, and wind, which fluctuate in price and availability. This makes it difficult for data centers powered by these sources to provide consistent service to consumers."But natural resources aren't her only worry," she said. "Think about how many chips we're manufacturing and the carbon costs and toxic materials involved in the manufacturing process."At IBM, Eilam keeps these problems in mind and approaches sustainable AI holistically. For instance, IBM uses a program sponsored by the National Science Foundation to identify toxic materials in AI chips and accelerate the discovery of new materials to replace them.When it comes to operations, she advises teams on training AI models in energy-efficient ways. "Using less data, but high-quality data, you can converge quicker to a more accurate solution," she said.For fine-tuning, IBM has a speculative decoding technique to enhance inference efficiency. "Then you go down the stack," she continued. "We have our own platform, so we're building a lot of optimizations related to how you deploy these models on accelerators."Eilam emphasizes IBM's belief in openness and heterogeneity. "This is why we released Granite in multiple different sizes. Based on your use case, you can choose the size that suits you best, potentially saving costs and energy."They also build in observability to quantify various aspects, including energy consumption, latency, and throughput. Eilam sees her work as increasingly important as she hopes more people will trust IBM's models for effective and sustainable computing. "What we're telling them is 'hey, don't start from scratch.' Take Granite and fine-tune it. Do you know how much energy you save by not starting from scratch?" she said."The reason they want to start from scratch developing their own models is because they don't trust what's out there. Because you don't know what data went into the training and maybe you're violating some IP," she said. "We have IP indemnity for all our models because we can tell you exactly the data that went in, and we will assure you that there is no IP violation. So, that's where we're saying 'Hey, you can trust our models.'"

A Woman in AI: Overcoming Unconscious Biases

Eilam's background is in distributed cloud computing. In 2019, she attended a software conference where a keynote was about climate change. Since then, she has been committed to merging climate and computing and making a difference. However, diving deeper into AI often meant she was the only woman in the room. She has learned a lot about unconscious biases, which both men and women have in different ways."I think a lot about creating awareness," she said, especially as a woman in a leadership role. She co-led a workshop in IBM research a few years ago, discussing these biases with women. She advises women on their professional journeys to never be afraid to have opinions and express them."Persist, persist. If they don't listen, state it another time, and another time. That's the best advice I can give."

Investor Insights for the AI Future

Eilam thinks investors should look for startups that are transparent about their innovations. "Are they disclosing their data sources?" she said, adding that this also applies to a company sharing how much energy its AI consumes. She also emphasizes the importance of startups having guardrails in place to prevent high-risk scenarios.She is in favor of more regulations, although it can be challenging due to the complexity of the technology. The first step, she says, is transparency - being able to explain what is happening and being honest about the impact."If explainability is not there, and then we're using [AI] without consequences to people's potential future, there is an issue here," she said.
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