As privacy rules make it tougher to track individuals, marketers will be hungrily eyeing contextual advertising alternatives. The gigantic audience for digital games is especially enticing. TV ad tech company Simulmedia is serving up playerWON, which will deliver TV-style ads on game consoles and PCs. To avoid annoying game players, the ads will be served only with permission and in exchange for in-game rewards.
Complementics, which captures behaviors through SDKs on one billion global devices, is making its information available through the Narrative streaming data marketplace. Complementics builds profiles of app audiences, location visitors, and demographic segments. It doesn’t tie its data to personal identifiers but it does collect information such as mobile ad IDs and IP addresses, which will raise some privacy hackles.
Hi, it’s Jamie, Senior Intern at the CDP Institute’s Department of the Obvious. Today is a holiday for the paid employees of the Institute, so the Boss said I could write a newsletter if I wanted to. Boy, howdy! Deloitte Digital reports that work-from-home increased at call centers during the pandemic, from 6% to 77%. More surprising: 80% of companies plan to close their physical call centers permanently. Sadly unsurprising: just 11% of organizations can “seamlessly” transition customers across channels and experiences. Is “seamlessly” is really a word?
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.