May, 2021 - CDP Institute - Page 5

Dates : May 2021

Privacy Affairs’ GDPR Tracker provides a country-by-country breakdown of fines levied since the law’s inception in May 2018. Italy, France, Germany and the UK had the highest total fines, while more (22) were levied against companies in Spain than anywhere else.

CDPI Privacy Newsletter

The “Children and Teens’ Online Privacy Protection Act” has been introduced in U.S. Senate. The bipartisan bill aims to create a ‘Digital Marketing Bill of Rights for Minors,’ updating the country’s Children’s Online Privacy Protection Act (COPPA) with changes including: 1) prohibiting internet companies from collecting personal information from anyone 13- to 15-years old; 2) creating a user ‘Erasure Button’ to excise personal information; and 3) establish a new office, the ‘Youth Privacy and Marketing Division’ at the Federal Trade Commission (FTC).

CDPI Privacy Newsletter

Google has clearly reached the acceptance stage in its mourning for the death of cookies. They recently summarized plans for post-cookie ad tracking, including: consent mode, which adjusts data capture based on user consents; conversion modeling, which uses predictive analytics to estimate conversions on non-tracked consumers; and conversion measurement, which anonymously tracks individuals’ ad response over time and across devices and reports on aggregated results.

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Ad fraud and brand safety will still be issues even when third-party cookies are just a fond memory. The online ad industry Is building support for buyers.json, a proposed standard from IAB Tech Lab that lets ad sellers identify ad buyers and shut down the bad guys. Related: content classification vendor GumGum is enhancing its brand safety ratings to include news site quality scores from NewsGuard.

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Cyberattacks aren’t exactly an ad fraud issue but they’re related. So let’s finish with the admittedly depressing news that 86% of all organizations were victims of a successful cyberattack last year, according to this CyberEdge report. And that’s just the ones who discovered the problem. Yes, things really are getting worse: the attack rates is up from 62% six years ago, and the fraction of respondents who expect their company to suffer a successful attack has grown from 38% eight years ago to 76% today.

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Another day, another AI survey. This one by Morning Consult for IBM offers a good overview of AI adoption and obstacles. Key findings: adoption stalled during the pandemic but is set to accelerate; 51% of companies have a unified view of their data; and data issues trail only expertise as adoption barriers. Fun facts: marketers invest less in AI than most other departments and 77% of companies with over 1,000 employees draw on more than 50 systems for AI and analytics inputs.

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CDP Zeotap has added prebuilt predictive models to its system, enabling non-technical users to create audiences based on predicted Recency-Frequency-Monetary value or Customer Lifetime Value segments. The system can also enrich audiences with Zeotap’s age, demographic and interest data. Zeotap is among the relatively few B2C CDPs providing its own audience data.

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Ad measurement system Oracle Moat has added 3D game ads to its repertoire. That might not sound very important but in-game ads are a huge industry – estimated to hit $56 billion by 2024 according to Omdia. Moat’s measurements identify potential fraud, which has grown along with in-game ad revenue.

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Salesforce is renaming its Customer Data Platform, from Customer 360 Audiences to Salesforce CDP. New features available today include Tableau integration and calculated metrics. Mulesoft integration, improved segmentation, and AppExchange app integration will be released later this year. Salesforce CDP uses the same data platform of Salesforce Sales, Service, and Commerce clouds, which makes it easier share data with those systems. Marketing Cloud is still on a separate platform.

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Adobe has added the MediaWallah identity graph to its Real-time CDP integrations, enabling clients to add online and offline identifiers to customer records. The integration will make it easier for Adobe clients to unify customer data from different sources and to enrich profiles with MediaWallah data. You may recall that Adobe announced a similar integration with Merkle’s Merkury ID resolution technology last month.

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How big is the U.S. podcast ad market? Funny you should ask: the IAB estimates it will top $1 billion in 2021, after growing a pandemic-fueled 19% in 2020. It’s a place to spend some of those ad dollars made less effective by targeting-hostile privacy rules. Speaking of: HubSpot just launched a podcast network but the mission is to deliver content to its audience of entrepreneurs and marketers (and entrepreneurial marketers), not to sell advertising.

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Marketing is the least data-driven of all departments covered in this Talend survey: 48% of marketers make less than half their decisions based on data, compared with 23% of IT and 33% of engineering leaders. Just 40% of executives always trust the data they work with and 22% don’t think their company’s investment in data management is worth it. Read on and weep.

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