CDP Institute

Reports of DMP’s death may be exaggerated. This Piano report finds that 53% of publishers are still using a stand-alone DMP to activate customer data, compared with just 36% using a CDP for the purpose. Behavioral data is the most common basis for segmentation (82%), followed by demographics (77%) and context (64%). Download for even juicier details.

Remember when addressable TV was an oxymoron? Those days are gone, according to industry group Goaddressable: 73% of advertisers are now including addressable in their media plans, up from 57% just one year ago. Measurement is still the top obstacle, cited by 47%, but that number is dropping while cost efficiency (41%) and scalability (37%) are cited more often.

While U.S. technology regulators are generally toothless compared with their European counterparts, they still do manage the occasional nip. The U.S. Securities and Exchange Commission has adopted a new rule requiring public companies to report significant cybersecurity incidents within four business days. Can’t hurt.

We don’t see many acquisitions these days.  But here’s one: ad measurement vendor DoubleVerify is spending $125 to buy Scibids, which offers digital campaign optimization.  DoubleVerify is also reported to be adding in-game advertising to the channels it measures, a good reminder that in-game advertising is growing more important.

Maybe it only seems like martech acquisitions have become more rare.  Founders Advisors reports the number of deals has actually been about flat over the past two years, although deal value and valuations have definitely fallen.  Meanwhile, Crunchbase says the number of U.S.-based start-ups is down 86%  since 2020, with similar declines in Europe and Israel.  I wonder if Crunchbase just hasn’t identified some of newest companies yet.

Tired of worrying about those pesky data privacy rules?  DataGrail has launched a managed service to do it for you.  Alas, the scope seems limited to data mapping and response to consumer data requests, so handling the data correctly will still be up to your company.