Customer analytics is the most valuable CDP application, ranking ahead of identity management, cross channel activation, real-time orchestration, and audience management, according to this Merkle survey. Most of the report is explores the growing importance of first-party data as third-party data becomes harder to find. But we like CDP news the best.
This Winterberry Group study also explores the shift to first-party data, with a particular focus on collaborative solutions such as data cooperatives and exchanges. Less than one-third of their sample say they have fully implemented a first-party data strategy, although nearly all have defined one. Read it for a good explanation of key terms and concepts.
We just checked with Jamie, our Department of the Obvious Senior Intern, who confirmed that, yup, there’s a lot of marketing data for sale. Neutronian helps marketers make smart choices by certifying the quality of different sources. They just announced a deal with audience data marketplace Eyeota to certify selected Eyeota data suppliers.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.