Sixty-eight percent of marketers attribute increased brand awareness to “performance TV” (OTT content delivered over a CTV channel). In addition, 65% of advertisers report an increase in sales when performance TV is featured alongside social and search and more than half of marketers surveyed rely on performance TV to generate pipeline. This is based on a survey of more than 600 marketing professionals.
Enterprise data cloud platform Snowflake estimates that processing of unstructured data has grown by 123% YoY, based on data from 9,000 Snowflake Accounts. With as much as 90% of enterprise data being unstructured this is regarded as an important development. In particular, the processed unstructured data can be made accessible to proprietary advanced AI models.
OneTrust is offering its Universal Consent and Preference Management capabilities within Adobe Real-Time CDP, part of the Adobe Experience Cloud. OneTrust will help customers control how their data is used by brands. It will also support personalized experiences that are automatically rendered compliant with privacy regulations.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.