At first glance, this Innovid study seems to give an opposite result: 43% of consumers said that personalized ads are important. But when asked about types of personalization, 41% said contextual personalization made them more likely to click on an ad compared with 29% for behavior-based. So maybe contextual really is more effective.
The Customer Data Platform industry continued to grow in the first half of 2020, but at a slower pace as cautious buyers absorbed pandemic-related budget cuts and assessed new entries from enterprise software vendors. The CDP Institute’s semi-annual Industry Update found a record number of new vendors entered the industry but that growth in employment and funding was the lowest in two years.
Attribution platform Kochava is also upping its measurement game. They’re working with email ad vendor LiveIntent to match LiveIntent’s 290 million anonymized, email-based IDs with Kochava’s 1.7 billion email-to-device pairs. Clients will be able to add their own email-based data to the mix and use the results for activation, targeting, and measurement.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.