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March 18, 2021

Adtech Vendors Rush to Fill the Identity Gap

Adtech Vendors Rush to Fill the Identity Gap

Business Wire

Bees to honey or sharks to blood? Either way, adtech vendors keep swarming to replace lost customer identifiers. In today’s news: ad platform LoopMe reports its predictive models for inflight campaign optimization work 96% as well when identifiers are removed, apparently because they look at real-time behaviors rather than history. MetricWorks has combined econometrics and automated experiments to measure the incremental impact of mobile marketing campaigns. Amobee and InfoSum are partnering to enhance Amobee’s audience targeting with InfoSum’s privacy-safe audience data.

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Most Smartphone Owners Won’t Share Data: AppsFlyer and MMA Global Survey


Do you sometimes hope it’s just a bad dream and we’ll wake up to find that consumers will gladly share their data? Sorry, but AppsFlyer and MMA Global report that 73% of smartphone users are somewhat or very unlikely to allow tracking and 60% would never or just sometimes consent even if they had to pay for services instead.

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Just 17% of Companies Do a Good Job Tracking Lifetime Value: Deloitte Digital and CMO Council

CMO Council

But, hey, we can’t spend all our time worrying about privacy. So let’s worry that 44% of marketers aren’t effectively targeting their marketing to improve lifetime customer value. In fact, just 17% even do a good job of tracking it, according to Deloitte Digital and CMO Council. Good news for CDP fans: marketers top priority for the next 12 months is building a unified customer view.

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