CDP Institute

When all the cookie dust has settled, contextual targeting may be the only way to reach mass audiences.  So let’s note that Precise TV, a “kid-safe contextual advertising platform for YouTube”, has extended its reach to connected TV through a deal with video content classification vendor IRIS.TV.  Back in the day, all TV ad buys were fundamentally contextual, but that was when media buyers chose from, like, five channels.

Email offers precise targeting without cookies but anti-spam laws make it hard to reach new customers.  Portugal-based Emailbidding somehow gets around that problem with a service that lets advertisers bid on emails to external lists.  They were just bought by Berlin-based Audience Serv, which also sells email prospecting campaigns but apparently without the fancy bidding mechanism.

CDP Daily deals in just the facts, ma’am, so we weren’t going to write about the sure-to-be-changed Banning Surveillance Advertising Act introduced in Congress last week.  But the industry opposition has been so overwrought – 17 Million Jobs at Risk! The Internet Will Die! – that we feel a need to inject some reality. The clearest analysis I could find says the law allows targeting based on first party data but not third party data. What’s not clear whether publishers could use their own (first party) data to target ads... Read More >

Whatever happens with new privacy laws, marketers will need to deal with the loss of third party cookies and restrictions on data sharing.  Braze reports that 96% plan to increase marketing budgets, 42% plan to add new channels, and 38% will put more emphasis on zero- and first-party data.  Improved data management tops the list of brand concerns for 2022.

Jamie in our Department of the Obvious offers this study from The Predictive Index, which finds that companies who put the right people in the right roles, create remote-friendly and inclusive workplaces, and prioritize health benefits have significantly lower turnover than those that don’t.  Glad we straightened that out.

Do you miss those innocent days when every product announcement breathlessly reported the new system or feature was “AI-based”? If so, here’s a whiff of remembrance from AI infrastructure provider SambaNova Systems, who found that 78% of large companies rate AI and Machine Learning as important revenue drivers. Yet even they have a curiously mixed attitude, citing (in their press release) a NewVantage Partners study that found only a quarter of top companies have scaled AI/ML across their organization.