CDP users are highly gruntled, according to Tealium’s just-released “2022 State of the CDP Report”: 70% of respondents reported positive Return on Investment within six months and 96% within one year. More surprising: regulatory compliance was the top reason to buy a CDP, ahead of real time data collection, supporting other tech investments, and individual-level targeting. Download for more.
Like most people, you’re probably wondering whether the growth of B2B online buying has reduced the importance of Requests for Proposals. This Loopio study offers mixed evidence: it found more companies plan to issue RFPs in 2022, even though the share of revenue generated by RFPs has fallen from 41% in 2019 to 33% in 2021. The reason might be that online portals make it easier to send RFPs.
CDP vendor Lytics also has a survey for you today, Dear Reader. It explores the end of third-party cookies, which 47% of marketers say will have a “large” impact on marketing ROI. The most common response will be to spend more with walled garden vendors like Facebook and Amazon (62%), although 92% also say the changes make first-party data more valuable than ever. The biggest problems with first party data are creating a complete customer view (40%) and data access (36%), which Lytics modestly doesn’t mention are addressed by CDPs.
T-Mobile will allow advertisers to target more than 20,000 screens in 11,000 store locations. That’s a lot of screens, but how much foot traffic does the average T-Mobile store get? It’s also linking up with streaming media company Plex as a CTV partner.