CDP Institute

It’s easy to think that third party data is going away, but that universe is actually alive and growing. Narrative provides a marketplace for data from more than 70 providers, including identifiers, demographics, behaviors, locations, purchase, and more. They just partnered with data clean room vendor Habu to make it easier for Habu clients to use.

You know that Oracle has advertising technology, but may not have realized that it also offers compiled audience data. They’ve just launched an integration with OpenX, which supports ad sales on CTV, apps, and websites. The deal will make it easier to define audiences using Oracle data and reach them through CTV and other channels.

Do you have a friend who’s a bit fuzzy on how CTV targeting works and how it can be privacy-compliant? The IAB has just the paper for you, a 48-page briefing called Project Crosswalk 2.0 that explains it all in glorious detail. Worth a look if this is a topic you expect to come up at the office or to fill an awkward silence on your next blind date.

The CDP Institute has released the second in its series of CDP-related online training courses, this one aimed at companies deciding whether to build, buy, or “compose” a CDP from packaged products. We think it’s a uniquely complete and balanced view of the topic, but we’re obviously biased. What we can say for certain is it’s free, thanks to funding from Lytics and mParticle, and you get a nifty Certificate of Completion when you finish.

Most marketers would probably define “omnichannel” as covering all channels and all customer life stages. But this Amazon Ads report focuses almost exclusively on media channels. Despite that, it offers some interesting insights: channel measurement is the biggest challenge; building trust and loyalty is the most important goal (although higher sales is a very close second), and 35% have a single team that manages all omnichannel campaigns.

Martech professionals make more on average than the marketers they serve, according to this survey from Third Door Media and Chiefmartec. In what’s probably not a coincidence, the martech professionals are also more likely to be male. A mere 6% report to IT.

Surprising absolutely no one, Microsoft is exploring ways to include ads in responses from its chat-formatted Bing search engine. The company also said it’s exploring ways to send a bit of revenue to the publishers whose content forms the basis for the chat results. What’s that story about a thief who robs a church and drops a few coins in the donation box on the way out?

Search ad king Google will surely place ads in its own chat results when it’s ready. In the meantime, they’ve launched an Ads Transparency Center that gives consumers information about the ads they are shown. The center also lets consumers set options that offer some control over how they’re targeted.

NASCAR has nothing on The CMO Survey, whose current cover credits Duke Fuqua, Deloitte, and the American Marketing Association as co-sponsors. The latest edition shares the usual insights into spending trends, management methods, and hiring. Martech fans may be sad to learn that CMOs rank tech and data last among revenue drivers, while placing talent at the head of the list.

You can add privacy to your worries about ChatGPT. Italian data protection authority Garante has banned ChatGPT parent OpenAI from processing Italian users’ personal data, on the grounds that it does this without legal basis and also that it doesn’t verify users are under 13 years old.  OpenAI has blocked access to ChatGPT in Italy in response.

Concerns about ChatGPT are one tiny tile in the great mosaic of worries about tech in general.  This Morning Consult report offers a broader view and it’s more mixed than you might think: yes, U.S. consumers have become more hostile recently, but 58% still say their impression of big tech companies is favorable.  There does seem to be a bi-partisan desire for more regulation but that doesn’t guarantee that Congress will act.

Consumer attitudes towards business use of their data continue to show the usual conflict between privacy and personalization.  This Twilio report shows 95% of consumes want more control over their data but 66% will stop using a brand if their experience isn’t personalized.  Looking past talk to action: data deletion requests on Twilio Segment rose 69% in the past year.