CDP Institute

Better first-party data is often offered as a way to compensate for the loss of third-party data due to privacy changes.   So it comes as a shock that CMOs in this Wunderkind survey rated first-party data the least useful tool for improve martech results.  In fact, respondents were pretty negative on tech in general: just 9% felt their tech strategy improves their marketing performance, 90% felt resources gaps were hindering their success, and 71% plan to reduce online marketing spend in the future.

Regardless of what CMOs see from their lofty perch, the demand for data management tools continues to grow in the trenches.  Low-code data import tool Flatfile is meeting this with capabilities that simplify connection to new data sources.  They just raised a $50 million Series B, bringing total funding to $95 million.

Tailwind provides social media and email marketing tools to small businesses.  They’ve only raised $10.7 million but have just added their seventh acquisition, paid ad management platform Nectar 9.  The goal is to offers small business owners a single tool for all types of marketing.

We don’t like bad news any more than you do, Dear Reader, but that’s what bubbled up today.  Integral Ad Sciences reports that ad fraud rates jumped substantially in the first half of 2022, even as time-in-view continued to shrink and brand risk rose.  On the brighter side, anti-fraud protection reduced fraud rates by more than 90% compared with campaigns lacking fraud detection.  Lots of detail here by country and device if you happen to need it.

Cybersecurity professionals are an inherently gloomy breed, so it’s no surprise that Trellix finds 60% say they’re struggling to keep up with evolving threats.  A majority report their company lost more than 5% of revenue to security breaches in the past twelve months.   Oddly enough, just 20% say they’re working to change their security approach, which can’t bode well.

Three-quarters (76%) of U.S. marketers feel their digital ad industry should do more to reduce carbon emissions, according to this Good-loop study.  Half (51%) say their organization plans to reach net zero carbon impact at some time, although just 24% have set actual targets.  More (61%) are at least tracking carbon cost of their campaigns.