CDP Institute

Zeta Global’s marketing platform (and CDP) is now available on the Amazon Web Service Marketplace, enabling easy deployment by AWS customers.  Zeta says it’s the first “marketing cloud” available in the AWS marketplace, which could be true.  But it’s not the first CDP: ActionIQ, Amperity, Blushift, Cordial, Informatica, Tealium, Treasure Data, and Segment are already listed.

Anything may go in politics and social behavior today, but at least addressable TV ads have standards.  Those come courtesy of Go Addressable, an initiative backed by Altice USA, Charter Communications, Comcast, Cox, DIRECTV, DISH Media, and others.  They just released guidelines for ad creative and execution timelines, and listed approved vendors for data onboarding (LiveRamp, Experian, and Epsilon) and attribution (LiveRamp, Experian, and Nuestar).

DMOOH is the delightful acronym for Digital Moving Out-of-Home media, such as signs on taxicabs and, one hopes, cows.  Measurement is tough, since the ads are literally a moving target.  But don’t despair: the Out-of-Home Advertising Association of America is tackling the problem with standards for reporting DMOOH data.

The martech drinking glass is both three-quarters empty and three-quarters full, according to this perplexing survey by London Research.  More than half (57%) of respondents said they find the martech landscape very confusing and it’s hard to know how products fit together, but 83% of leaders and 66% of mainstream organizations say the components of their stack are seamlessly integrated.  CMOs are in charge of digital at 11% of leaders and 27% of mainstream companies. Lots more here to ponder.

If you enjoy confusion, consider the distinction between tracking customer identity and verifying it.  Tracking is what marketers do with cookies and device IDs; verification is customers proving who they are with passwords and biometrics.  The two worlds are merging as marketers ask customers to identify themselves in exchange for personalized experiences.   This Jumio infographic finds 57% of customers “constantly” or “often” verify their identities and 80% favor brands with good verification methods.

Few things are more confusing than adtech, although programmatic audio out-of-home advertising is one of adtech’s more comprehensible varieties.  (Think music, messages, and ads on public address systems in retail stores.)  It’s the specialty of Vibenomics, which just raised a $12.3 million Series B.