The fundamental challenge posed by loss of existing third party data is creating large-scale advertising audiences. Content recommendation companies like Taboola and Outbrain already offer themselves as an alternative way to achieve scale. The two firms just announced a merger with Taboola as the survivor. So more of an acquisition, really.
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.
Adtech vendor MediaMath has pledged to deliver a “100 percent accountable and addressable supply chain by the end of 2020”, via a cooperative project called SOURCE. It’s a bit unclear what’s involved (at least to me), but the commitment to “righting the wrongs of a digital advertising industry” that has “gotten lost in fraud, waste, and irrelevance” taps into a mad-as-hell-and-we-won’t-take-it spirit within the advertising world and beyond.
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.