CDP Institute

Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever.  Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”.  Kantar Media accounts for 4,500  of Kantar Group’s 25,000 employees.

Jamie from our Department of the Obvious is thrilled at this Federal Trade Commission interim report which finds that “details like a person’s precise location or browser history can be frequently used to target individual consumers with different prices for the same goods and services.”  To quote the press release, “Staff found that consumer behaviors ranging from mouse movements on a webpage to the type of products that consumers leave unpurchased in an online shopping cart can be tracked and used by retailers to tailor consumer pricing.” Pearl clutching notwithstanding,... Read More >

Jamie also shares that the UK Competition and Markets Authority (CMA) is investigating whether Google has a dominant position in search marketing.  They know the answer but need a formal finding to designate Google as having “strategic market status” under the UK’s new digital marketing competition regime.  This will empower the CMA to impose conduct requirements and pro-competition interventions.  In other words, the fun is just begun.

The second half of 2024 saw the CDP industry continue its shift towards embedding CDPs in customer-facing systems, according to the CDP Institute’s latest Industry Update report. Nearly all firms new to the report had added a CDP to an existing product, and major acquisitions including ActionIQ, Lytics, and mParticle were all made by customer management vendors. The new report adds coverage of composable CDP vendors, which is still a much smaller sector than conventional CDP systems.