Remember when addressable TV was an oxymoron? Those days are gone, according to industry group Goaddressable: 73% of advertisers are now including addressable in their media plans, up from 57% just one year ago. Measurement is still the top obstacle, cited by 47%, but that number is dropping while cost efficiency (41%) and scalability (37%) are cited more often.
Reports of DMP’s death may be exaggerated. This Piano report finds that 53% of publishers are still using a stand-alone DMP to activate customer data, compared with just 36% using a CDP for the purpose. Behavioral data is the most common basis for segmentation (82%), followed by demographics (77%) and context (64%). Download for even juicier details.
While U.S. technology regulators are generally toothless compared with their European counterparts, they still do manage the occasional nip. The U.S. Securities and Exchange Commission has adopted a new rule requiring public companies to report significant cybersecurity incidents within four business days. Can’t hurt.
Amazon advertisers can now measure results outside of Amazon stores using a new service from Stackline and Gigi. Gigi will enable unified audience buying for Amazon Marketing Cloud and Amazon DSP, which run ads in Amazon’s online stores and streaming TV channels such as Prime Video. Stackline’s panel-based multi-retailer attribution will track customer behavior across Amazon, Walmart, Target, and other major online or in-store retailers.