I tried to take a couple of days off from talking about cookies, but the News Gods insist. First they sent this admission from Facebook that Apple’s tighter privacy policies have made ad targeting and tracking more difficult, resulting in under-counted iOS web conversions by about 15%. They don’t quite admit that their targeting itself is probably less effective, but that’s also likely.
If you’re collecting stats on CDP usage, 25% of brand marketers surveyed for Winterberry Group have a CDP and another 9% plan to add one. That compares with 58% having an enterprise data warehouse and 65% with a marketing database. The main thrust of the study is customer journey management, and Winterberry concludes that the going so far has been rough: it finds just 17% of companies are “journey focused”, while 58% are still organized around campaigns. Download for detailed maturity models, if you’re into that sort of thing.
Next, CDP ActionIQ launched an “Advertiser CDP Solution” that combines a data collection tag, integration with third-party identifiers, prebuilt audience lookalike models for ad targeting, and integrations with ad buying platforms. If you think they’re trying to elbow DMP vendors out of the picture, you’re probably right.
Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.