CDP Institute

Maybe you’re tired of hearing about Unified ID 2.0 and maybe you’re not.  If you do care, you’re probably interested in this Digiday report that Omnicom Media Group has formally endorsed it as “the post-cookie solution best suited for its clients and publisher partners”.  Unfortunately, they don’t seem to have made an actual announcement, so we’ll have to hope that Digiday’s story is correct.

The lines between online and in-store shopping are blurring. Retail shopping and payment platform Klarna just bought Hero, which connects online shoppers with retailer staff via text, chat, and video. This Snapchat survey agrees that shoppers want to mix digital and real world experiences: 35% said they’d go out of their way to shop at a store with interactive virtual services such as a smart mirror that lets them try on clothes or makeup.  Over 40% use their phone in-store to compare prices and look for product information.

Want more about retail and social? This BrandTotal survey finds that over 80% of respondents have purchased a product or service as a result of a social ad.  Sprout Social reports that consumers rank “strong customer service” as the most important factor in a best-of-class social experience.  Marketers ranked it sixth in a parallel survey.  Download to see which industries are most responsive to social help requests.

Marketing automation vendor Sailthru has announced an integration with the Twilio Segment CDP.  The integration will unify the email, mobile app, and website data created by Sailthru components, in addition to data from other sources.  What may be most interesting is that Sailthru chose to work with Segment, whose parent Twilio competes with Sailthru, rather than buy a CDP of its own.

Namogoo calls itself a Digital Journey Continuity Platform, a term with more syllables than I have fingers.  In plainer English, it makes personalized website offers based on customer intent.  They just bought Remarkety, which sends emails and text messages also based on intent.  It’s a good fit.

Namogoo’s original business was blocking unauthorized ads on ecommerce Web sites, one small corner of the ad fraud universe.  After years of growth, that universe is finally shrinking, according to this report from DoubleVerify.  Wide adoption of preventative measures has resulted in lower fraud rates, higher viewability, and fewer brand safety violations.  APAC and Latin America have shown particular improvements.  Download for country-by-country detail.