CDP Institute

No one really doubts that real-time data is useful, but here’s more concrete data in case you’ve been arguing the point: this Confluent survey of IT leaders finds 63% of companies with widespread access to real-time data showed 10% or higher revenue growth, compared with just 44% of companies with only some access grew as fast.  Integrating multiple data sources was the most common obstacle to real-time access, cited by 60% of respondents.

Out-of-Home (OOH) ad platform AdQuick has launched an audience-based buying option, enabling advertisers to purchase OOH media based on audience demographics rather than location type or traffic.  The approach should make it easier to purchase OOH media and should expand the number of OOH units that marketers can effectively purchase.  Of course, the ads will be seen by everyone who passes a given location, not individually-targeted audience members.

Loyalty programs are not using enough technology to give customers the convenience they want, according to research firm Incisiv.  For example, 70% of consumers want to manage loyalty programs through an app but just 26% of brands offer this.  Grocery chains are especially backwards, while quick service restaurants are the most advanced.

We’re all about Connected TV (CTV) today, Dear Reader.  This DoubleVerify report finds that better controls over ad quality are reducing fraud and brand safety violations over-all.  But fraud attempts are up over 70%, driven by attempts in CTV and video.

CTV requires companies to replicate services provided in other ad media.  Cognitiv, which uses deep learning AI to optimize ad purchases, has added a new solution to support CTV campaigns.  The service combines an advertisers own response data with Cognitiv’s device graph to auto-optimize performance marketing campaigns.

CTV creates reporting challenges because ads are sold by many different device owners and streaming service providers.  Nielsen has just improved deduplication within its CTV audience reporting by adding information from Samsung and Vizio smart TVs.  It’s part of their Nielsen ONE cross-media measurement project.

Retention-oriented CDP CleverTap has purchased app marketing system Leanplum.  The deal will give CleverTap a new set of advanced personalization tools and greater geographic reach.  Price was not disclosed.

Fulcrum SaaS, a campaign CDP that focuses on real-time personalization, announced a $5 million funding round, bringing total funding to $7 million.  Fulcrum makes heavy use of automated segmentation, recommendations, and campaign flows, seasoned with a heavy dose of AI.

Survey platform Alchemer (formerly SurveyGizmo) has sold a majority stake to private investment firm KKR.  Expect more private equity purchases as the stock market continues to fall.

Google has granted permission for publishers to use Lotame’s cookieless identifier, Panorama ID, within its Encrypted Signals for Publishers (ESP) program. ESP (get it?) lets publishers share an encrypted ID based on first party data to buy and track audiences. The ID is based on a cross-device identity graph maintained by Lotame and has been adopted by more than 18,000 publishers.

Have retail media networks already become so common that new ones are no longer worth a mention? Quite possibly. But it still seems worth reporting that Marriott has extended the category to include hospitality companies, illuminating its overlap with digital-out-of-home networks. Yahoo will provide the underlying technology.

The headline “Omnicom Media Group Launches Industry’s First Supply Chain-Based Media Activation Tool” sounds like a clever, if far-fetched, bit of newsjacking. But it turns out they’ve really given media planners a tool to adjust the products they advertise based on retail availability, pulling out-of-stock items and pushing available substitutes. It’s an impressive bit of technology.