CDP Institute

Self-service is a Thing these days, as companies try to do more things more quickly without more staff.  Here we have adtech firm Audiencex releasing a self-service ad buying platform for performance marketers, who focus on measurable results.  The product is aimed at small and mid-size companies who buy programmatic media.

You’ve almost surely heard the reports that Netflix is seriously considering an ad-supported version of its service, so I can’t really claim it’s news.  But I will point out that for all the hand-wringing among people who dislike ads, there’s plenty of research that most consumers will gladly watch them in return for free or lower-price services.   So it’s probably a good idea.

Marketers tend to focus on the impact of privacy changes on targeting, but measurement is harder too.  In fact, 90% of respondents to this global survey from Salesforce said privacy has fundamentally changed how they measure results.  Just one-third get insights quickly enough to make decisions, and only 29% evaluate cross-channel performance with a cross-channel solution.  Oh, and 50% increased investment in CDPs as a result of privacy changes – second only to 52% who increased investment in analytics and measurement.

Back on the targeting front, Neustar has partnered with out-of-home video network Captivate to identify audiences across Captivate’s network for 23,000 displays in nearly 2,000 office, residential, and golf facilities.  The ads can’t be targeted directly at individuals.

BDEX is a consumer data exchange that builds lists based on look-alike modeling against a brand’s target audience.  They just launched a new self-service, freemium tool that supports targeting against more than 5,000 audience segments.  Although models are based on uploaded customer lists, BDEX doesn’t retain any of that data.