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Archive for January, 2022

Dates : January 2022

Companies Expand Mobile-First Programs Despite Privacy Challenges: AppsFlyer and Adobe Report

January 10, 2022
AppsFlyer and Adobe also found organizational issues are a top obstacle to change, in this case related to mobile-first marketing.  On average, respondents said 40% of their sales are already being made through mobile, and many are looking for more.  Nearly all are “concerned” (30%) or “very concerned” (55%) about privacy developments, but the survey listed many ways companies are encouraging consumers to consent to tracking.
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IT Leaders Prioritize Integrated Data Prep Over Self-Service Options: TWDI Study

January 10, 2022
Respondents to this TDWI survey see more technical than organizational obstacles to data-driven decisions: data quality ranks first (61%) followed by lack of a unified view (43%).   The group prioritized end-to-end integration of data prep (45%) over self-service options (30%), and just 40% have a comprehensive plan to move data into the cloud.  Moral of the story: IT folks are more conservative about their tech than you might think.
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Comscore Launches Cross-Platform Ad Measurement Thingy

January 7, 2022
You will be completely unsurprised to learn that ad measurement remains a top challenge for marketers as we head into 2022, according to this Mediaocean poll. Slightly more newsworthy: Comscore has launched a “true single-source unified cross-platform measurement solution” to help resolve the issue. Comscore Everywhere promises deduplicated audience measurement across linear and connected TV, digital ads, and social media, with connections to retail and online shopping results.
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Nielsen Promises to Identify CTV Viewers in Real Time

January 7, 2022
Current ad measurement champ Nielsen has been on the ropes but they did recently counterpunch with Streaming Signals, which promises to say who within a household is currently watching a connected TV show, so advertisers can bid on programmatic ads accordingly.  That would be a good trick but it seems they’re just making assumptions about the type of person who watches each show.  So the real trick is avoiding the term “contextual”.
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NBCUniversal Launches First-Party Targeting Tool

January 7, 2022
Walled gardens don’t need to struggle with audience measurement because they already know who sees what.  NBCUniversal is taking advantage of that omniscience by launching NBCUnified, which integrates first-party data on 150 million individuals and 80 million households collected through movies, video, ecommerce, subscriptions, theme parks, and heaven knows what else.  The data is enhanced with third party information and made available for ad targeting.
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Merkle Offers App-Free Contactless Shopping

January 6, 2022
Merkle, which offers a slew of marketing services including CDP delivery, is moving deeper into operational territory with a pair of products to support contactless shopping.  Scan & Go lets in-store shoppers make an online purchase via ecommerce platforms such as Shopify, Salesforce Commerce Cloud, and Adobe Commerce.  UnboxIt reads QR codes on boxes to connect shoppers with instructions, customer support, loyalty programs, or I suppose anything else.  The big selling point is that shoppers don’t need to download a dedicated app.
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