We have lots to discuss today, Dear Reader. First, digital experience platform Optimizely (bought last year by Episerver, which then took its name) has launched a new set of unified insights and data services to meld its collection of acquired products. The data foundation is the Zaius CDP, which Optimizely bought this past March.
Kenyan startup Teleeza has developed a mobile content aggregation and advertising platform that utilises a smartphone’s lockscreen. Launched earlier this year, Teleeza allows users to easily and conveniently access customised content on their lockscreen, and has already onboarded over 55 local, regional and international publishers.
Next, a particularly interesting survey from Acxiom about identity solutions. Just 19% of respondents said their companies have implemented a third-party cookie replacement plan and only 34% have a plan in place. Even fewer have mature plans for master identities across martech and adtech. First party data and CDPs are the most important components of their expected solutions. Lots more here.
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.