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Archive for September, 2022

Dates : September 2022

60% of Martech Leaders Prefer Suite over Best-of-Breed: Gartner Survey

September 30, 2022
This Gartner survey finds that 60% of senior martech leaders prefer integrated marketing suites over best-of-breed stacks.  That’s interesting but hard to take seriously when the same survey put the figure at 42% last year.  Similarly: respondents report using just 42% of capabilities available in their stack compared with 58% last year.  Meanwhile, the minority who do prefer best-of-breed are much more successful at journey orchestration than their suite-using counterparts.  Color me perplexed.
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Shoppers Prefer User-Generated Content to Brand Content: StoryStream Study

September 30, 2022
It’s great that AI can write marketing copy, but what if people don’t want marketing content from any source?  This StoryStream study finds that just 38% of online shoppers find brand-created assets impactful, compared with 62% for user-generated content (UGC).  In fact, more find UGC to be important (72%) than personalized content (49%).  Did we mention that StoryStream sells UGC tools?
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Major SSPs Adopt OpenAP TV Identity Graph

September 29, 2022
OpenAP, the identity graph provider owned by Fox, NBCUniversal, Paramount, and Warner Brothers Discovery, has convinced three major programmatic ad sales platforms to use its OpenID identifier.  Advertisers buying through FreeWheel, Magnite, and Xander Monetize SSPs will be able to target and measure deduplicated OpenID audiences for both linear and connected TV.  Media agency GroupM will be the first buying agency to adopt OpenID.
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Individual-Level Targeting Is Most Common CTV Ad Buying Method: PubMatic Report

September 29, 2022
Ad buyers have so many different targeting options that it’s hard to know which are really important.  This Pubmatic study provides an unusual bit of clarity, at least for the connected TV (CTV) world.  It turns out that targeting at individual users is the most common CTV ad buying method (used by 87% of buyers), followed by contextual ads (79%), cohorts or segments (71%), location (63%), and publisher (55%).  Now you know.
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