Acquisition Costs Skyrocket After Apple Limits Tracking in iOS 14.5: Moloco Report

A bit ambiguous: Moloco reports that mobile acquisition costs have grown by more than 200% for tracked users and 155% for non-tracked users since Apple introduced its enhanced privacy controls in iOS 14.5 in April.  That’s bad news for advertisers but good news for consumers whose privacy preferences are being respected.  Two thirds of ad bids (67.5%) now come from users who have opted out of tracking.

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Marketers Gain Confidence in Ad Safety: GeoEdge Study

September 1, 2021

Also cheery: this GeoEdge study finds that slightly more advertising said ad quality challenges got better (40%) than worse (35%) in the past year. By next year, more expect contextual fit to be their biggest challenge (51%) than brand safety (43%). This reverses years of increasing concern. Concerted industry efforts get credit, and let’s note that IAB Tech Lab has just launched a Transparency Center to further improve ad reliability.

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Gap Inc. Buys Virtual Fitting Room Company Drapr

August 31, 2021

Welcome to “Trends Nobody Else Cares About Day” at CDP Institute. We’ll start with Gap Inc.’s acquisition of virtual fitting room app Drapr, which lets consumers try on clothes remotely. This one’s a two-fer: it illustrates the trend for retailers to buy tech companies rather than just using their products, and the trend of virtual dressing rooms, following Walmart’s purchase of Zeekit in May. Woot!

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Customer Data Platform Industry Adds New Vendors: CDP Institute Report

July 12, 2024

Software vendors continued to add Customer Data Platform (CDP) capabilities to existing systems in the first half of 2024, according to the CDP Institute’s latest Industry Update report.  Nearly all of the dozen companies appearing in the report for the first time started as marketing or messaging applications and added CDP capabilities after they were built.  These firms accounted for most of the industry growth during the report period.

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