CDP Institute

The folks at Interactive Advertising Bureau (IAB) are in a sour mood, judging by this report.  They find that actions from Apple, Firefox, and others have already removed half of the “signal fidelity” once provided by third-party identifiers, with even greater losses on the way.  Yet IAB sees state-level privacy regulation as an even greater threat.  Worse still, companies are doing a poor job in getting ready for the new situation.   Color them glum.

B2B marketers have their own complaints.  Intent data collector Anteriad reports that 61% feel their tech stack is too complex (if we include the 19% who compare their stack to a black hole).  The bright side is that companies with fully integrated data show better business results.  Also noteworthy: 33% have a CDP, comparable to marketing automation (35%), marketing databases (32%) and Data Management Platforms (31%), but still far behind CRM (61%).

The criticism keeps coming. Snap reports that companies are failing to take proper advantage of Augmented Reality (AR), by not recognizing that customers want to use it for practical applications such as shopping, learning, and entertainment.  Meanwhile, IntentHQ says failure to utilize existing data is costing telcos millions of dollars in potential revenue. Is cranky the new black?

Kroger was a pioneer of the retail media industry, which distributes ads through retailers’ own channels such as email and in-store displays.  They’ve just taken a logical next step, using Kroger customer data to target video and CTV ads in channels that Kroger doesn’t own.  Clients buy the ads in the Kroger Private Marketplace, a self-service platform for ad agencies and brands.

I was hoping that Spacee’s HoverTouch Wall was one where people did the hovering, like angels in a Renaissance fresco.  Alas, it’s the image itself that hovers in front of a surface, creating a touch screen without the screen.  That’s still pretty cool and greatly expands the potential inventory for retail media and out-of-home advertisers.

Marketers are much less satisfied with their IT relationships than their IT partners think: nearly 30% call the relationship strained or abysmal, compared to 10% of IT leaders.  This according to a Lytics survey which also found that 75% of marketers rely on IT for data access and 81% expect IT to be even more involved in day-t0-day marketing activities over the next five years.  Marketers would like more control if they could get it: 44% plan to hire a software engineer of their own in the next year and... Read More >

Is there anything so sweet as helping yourself while helping others?  Google just announced it will ban search ads that lead to annoyingly aggressive web sites, as defined by the industry-wide Coalition for Better Ads. The upside for Google is better customer experience should lead to higher ad rates.

Amazon already has a far higher trust rating than almost anyone, so placing its Shop With Prime button on small retailers’ websites can only increase their sales. They just selected ecommerce tech vendor UpstarWorks to help expand the program. Is it rude to mention the deal also helps Amazon collect new customer data?

Who doesn’t love the consumer control provided by Apple’s App Tracking Transparency (ATT) program?  Mobile app advertisers and ad sellers who lose access to consumer data, that’s who.  This Appsumer report finds Apple itself is the biggest winner, growing its share of mobile app advertising from 10% in the second quarter of 2021 to 15% one year later, while Facebook’s share fell from 32% to 28%.

Web experimentation platform Optimizely is making new friends. They’ve just announced an integration with identity resolution vendor FullContact, which will enable Optimizely clients to identify individuals across platforms. Optimizely also announced its product is now available on Google Cloud Marketplace, deepening a strategic partnership announced in February.

Metadata helps B2B marketers optimize their ad buys, but it aims to become a much broader “Marketing Operating System for B2B”.  They raised a $40 million Series B in March to support the vision and just spent an unannounced portion to purchase Reactful, which provides website personalization and Account Based Marketing features.  More to come, no doubt.

ZineOne is yet another web personalization tool, specializing in personalized shopping experiences for anonymous website visitors.  Experiences can be tailored using in-session behavior can begin after as few as five clicks.  They just raised a $28 million Series C, bringing total funding to $43 million.