Advertisers Expanding First Party Data Resources: IAB Research

Advertisers outside the U.S. don’t share the obsession with measuring programmatic ROI, finds this IAB report. While 48% of U.S. marketers listed ROI attribution as a top objective when bringing operations programmatic in-house, just 18% of European and 19% of Latin American marketers said the same. Respondents said privacy regulations have had little impact so far on programmatic profitability. But companies are building up their first party data resources to be ready for the future.

More News

Next Article

TransUnion Purchases CDP-like Signal

August 18, 2020

We originally classified Signal as a Customer Data Platform, but the company repositioned as an identity resolution system so we took them at their word. New management has since pivoted back in the CDP direction although they don’t use the term. It’s now moot, since they were just purchased by data collection giant TransUnion, which describes them as a tool for real-time data collection and customer data management.

CDPI Newsletter
Previous Article

Customers Have Mixed Response to Personalization: Study

August 14, 2020

This report from personalization vendor found an increase in loyalty compared with five years ago, but responses were collected before the pandemic began. The over-all finding that personalization generates loyalty is still probably valid, although customers like personalized rewards and discounts much more than personalized advertising. One weird twist: personalized Web experience, marketing email, and mobile notifications were rated both the most likely to increase brand loyalty and to decrease it.

CDPI Newsletter
Featured Article

Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

CDPI Newsletter