Despite all the martech products available today, custom software is alive and well. About 60% of US and UK marketers told Mailjet they have built their own marketing technology and another 20% have a project under way. Home-grown systems are harder to use but the cost of switching keeps many companies locked in. Click here for a summary and here for tons of interesting detail on pros and cons of each option.
A study for the California Attorney General (download here) estimated compliance with the California Consumer Privacy Act (CCPA) could cost as much as $55 billion. It’s a headline-grabbing figure although probably much too high: a key assumption is that almost 75% of California businesses have lists of more than 50,000 consumers. Think about the small businesses you know and how many are likely to have a list that large. Still, it helps to remind businesses that CCDPA is coming in January.
The search for scale is really a quest for independence from Facebook, Google, and Amazon. Connected TV is another escape path offered by many players. One is Wurl, which just launched AdPool, a marketplace for video producers to sell their connected TV inventories. The scale is there: connected TV now accounts for half of all video ad impressions, according to this Extreme Reach study.
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.