Is privacy a competitive differentiator? Fewer marketers seem to think so: the annual Salesforce State of Marketing Survey found just 51% exceed the legal requirements for privacy compliance, compared with 61% in the previous report. Maybe they’re just busy with other work: the number of average data sources grew from ten to fifteen, and the number of marketing metrics used increased by 13%.
Comscore is best known for measuring ad audiences, but they play the game in addition to keeping score. They just expanded their programmatic targeting business with the launch of Proximic by Comscore, which combines the context targeting provided by the company’s 2015 Proximic acquisition with ID-based and ID-free segments based on other Comscore data. Activation runs through integrations with LiveRamp, Xandr, Freewheel, and others.
The scare headlines for this report from CHEQ scream that fake traffic costs companies $142.8 billion in lost revenue, although a closer reading shows the actual ad budget spent on is closer to $35.7 billion, based on 5.9% of paid traffic being fake. Still, that’s enough to worry about. Download for interesting details by traffic type, region, and industry.
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.