Experian has purchased identity resolution vendor Tapad, one of the few remaining companies building cross-device identity graphs. New privacy laws have stressed Tapad’s business but also made compliant graphs more valuable to customer data companies like Experian.
Let’s take a break from worrying about third-party cookies to look at one cookie-free ad alternative: streaming video and connected TVs. Pixalate reports that programmatic ad spend on connected TVs rose 70% from the first quarter of 2020 to the third quarter, and reaches 72% of U.S. households. Pubmatic found that Over-The-Top (OTT) TV ad revenue already accounts for 30% of programmatic video ad revenue for U.S. publishers who offer the option. OTT includes video on mobile devices as well as connected TVs.
Integrate is also looking at marketing events, but with an eye to the future. Their survey found that nearly 60% of respondents won’t attend in-person event unless safety precautions are in place 29% will wait until there’s a vaccine. Still, most folks remain optimistic: 80% expect there will be at least some in-person events in 2021, including hybrid events that mix in-person and virtual experiences.
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.