Funding shift or not, marketers still want as much third party data as they can get. Their latest effort is the Partnership for Responsible Addressable Media, an industry-wide effort including trade groups, advertisers, agencies, and publishers. The goal is to create standards that meet privacy needs with the least possible loss of data collection, protecting advertisers from both government and big tech.
You might think that CMOs losing control of tech budgets is bad news. But when CMO found CMOs owning at least 90% of their tech budget fell to 21% from 38% a year ago, their sunny interpretation was that martech is now a higher corporate priority. They didn’t comment on the drop in CDP investment priority from sixth to 14th. Lots more here of interest.
IBM’s Cost of Data Breach report, which was conducted in partnership with the Ponemon Institute, warns that data breach costs have increased by 10% in recent years while the speed of discovering breaches has decreased. On average, they say based on interviews with 3,200 individuals involved in data breaches, it takes 280 days to mend a breach. Not only does this mean lost revenue, but also a loss of customer trust and damage to a company’s reputation.
Salesforce has agreed to buy Troops.ai, which helps sales teams use CRM data without actually opening their CRM system. Modules include tools to update CRM records, send Slack notifications of changes in CRM data, and collaborate on deals using a hub within Slack. Troops.ai will be part of Salesforce’s Slack division when the deal closes some time this summer.