CDP Institute

Tealium has announced a new consent management framework that creates tighter integration between consent capture and data usage.  Other enhancements include an ecosystem of identity third party identity solutions and no-code event data collection. The new ecosystem is in place now while the other features are available for early access on a limited basis.

You may not have noticed a shortage of tools to send bulk emails, but the good people at Software Design Team did.  They’ve plugged the gap with GMerge, which enables Gmail and Google Workspace users to send personalized mass emails to Gmail addresses.  It’s aimed at small businesses and includes a number of features that make it less obvious to Google that a mass emailing is being sent.

If you think the past few years have been tough for marketers, just wait.  This Integrate survey finds that many companies are cutting B2B marketing staff and budgets while keeping performance targets the same.  Almost 95% report at least some redundancies in their tech stack, including 27% who say they are substantial.

Taiwan-based CDP Appier has purchased Woopra, a U.S.-based customer journey analytics vendor.  Woopra will use Appier-collected data to simplify journey analysis and integrate the results with marketing programs.  The deal will also give Appier more access to U.S. and European customers.

Google has introduced a new data clean room service that lets advertisers target their messages to individuals on publisher sites without sharing identity data.  Called PAIR (for Product Advertiser Identity Resolution), the approach uses encrypted email addresses to compare advertiser and publisher lists and then buy ads targeted at matching records.  It’s a standard data clean room application but clients are saved the trouble of setting up a clean room of their own.

This announcement from Experian and adtech vendor Yieldmo is intriguing but vague.  What seems to be happening is that impressions in Yieldmo’s ad exchange are being enhanced with Experian data about the person who will receive the impression, and Yieldmo is using the same data to generate advertising materials tailored to that person.  But the companies never quite say  that, so it’s possible there’s less here than meets the eye.

Time spent on social media platforms has fallen for the time since forever, according to Inmar Intelligence.  At least part of the reason a shift from long format platforms like Facebook and Instagram, to short ones like TikTok.  Bad news for advertisers, who will have less inventory, but probably good news for humanity.

B2B marketing platform 6sense has combined AI with individual-level customer data to generate personalized emails.  The new feature was announced last week at their annual customer conference.  Other announcements included expanded sales intelligence data and more categories for contextual ad targeting.

You might think that AI is common in marketing, but just 8% of the respondents to this Ascend2 report for Pecan AI are using machine learning for predictive analytics.  Most of the answers came from small businesses (72% from companies with fewer than 50 employees), so adoption could be higher at larger companies.  Just 9% felt highly confident that their company was prepared for the loss of third-party cookies.

LUMA reports that martech mergers and acquisitions continue their downward trend, with the number of $100+ million deals falling from nine in the Q3 2021 to three in Q3 2022.  LUMA’s index of public martech stocks is down 56%, far worse than the S&P 500 (down 17%) or Nasdaq 100 (down 27%).  Private financing is also down from the end of last year but, ever hopeful, LUMA reports there continues to be “significant” investor interest in the category.

Tighter money calls for better measurement.  DoubleVerify has launched a new “Attention Lab” that looks beyond clicks and viewability to assess exposure and engagement.  These are apparently less disrupted by new privacy rules and, one hopes, do a better job of predicting business impact.

IAB Tech Lab is doing its part to improve measurement by extending its Open Measurement SDK to cover Connected TV.  The SDK helps publishes integrate with multiple measurement providers, making it easier for advertisers to apply their measurement tools of choice.  I needn’t remind you that Connected TV is one of the hottest, and most fragmented, new advertising categories.  But I just did.