If you still need a reason to worry about privacy, try this: Trump Administration is working on the issue. True to form, they’ve consulted with businesses that gather data, including Facebook, Alphabet and Comcast, but no consumer advocates. Presumably the plan is to preempt strong state legislation with a weaker federal law.
Tapad has integrated its identity graph with Adobe Audience Manager, expanding the reach of Audience Manager by adding new device connections. Originally a cross-device matching vendor, Tapad has recently added full data ingestion capabilities which qualify it as a CDP.
Finally, marketing agency network Dentsu Aegis has found that CMOs rate individual-level targeting ahead of AI, digital technology, and new customer segments as their biggest strategic opportunity. Music to CDP ears: 57% are expanding use of existing (first party) customer data compared with just 37% expanding use of purchased data. Sadder tunes: CMOs number one fear is a data breach (29%) and 60% think GDPR will make it harder to build direct customer relationships. La la la.
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.