CDP Institute

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.

I’ve given up the search for truth and am looking for a good fantasy, said a favorite t-shirt from years past.  Along those lines, let’s just focus on cool tech stuff.  Using AI to generate marketing copy fits that bill nicely, so we’ll report that Regie just raised a $10 million Series A to do just that.

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?

Google made a slew – maybe even two slews – of announcements today at its Search On event. Most relevant to this newsletter were new features related to shopping, including visual search, personalized results, and buying guides compiled from multiple trusted sources. It’s probably safe to say that Google wants to reclaim its position as the top product search destination, now occupied by Amazon.

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.

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.