At just under six hours per day, traditional TV viewing is far from dead. Still, this Comcast study reports 21% of advertisers are reducing their linear budgets – far more than social, streaming, or addressable TV. The bigger news is that 73% of marketers are using addressable TV, 87% are using first party data, and last year saw a 51% increase in audience-based targeting.
This is in addition to California’s landmark consumer protection law, the California Consumer Privacy Act (CCPA), and is designed to protect personal information of employees, job applicants, and independent contractors.
Two-thirds of publishers (65%) don’t think first party data or alternative IDs will solve the problems of cookie deprecation, according to this Emodo report. But just 40% rate it as a top priority and only 19% are prioritizing it when evaluating ad sales partners. Top publisher priorities are the economy (57%) and attention metrics (52%), with less attention to supply path optimization (30%), tech costs (30%), sustainability (27%), and the growth of connected TV (26%).
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.