Cross-channel identity company Barometric has launched a solution to measure the impact of print advertising on online and in-store purchases. It will leverage Barometric’s proprietary database connecting 94 million U.S. postal addresses to 600 million devices. Barometric was spun off from adtech vendor AdTheorent just last month.
Here’s a peculiar item: three industry groups have formed an initiative to create “quality label” for marketing data, similar to the nutrition labels on food packages. Participants include the Data & Marketing Association (DMA), The Advertising Research Foundation (ARF) and The Coalition for Innovative Media Measurement (CIMM), plus 15 big compilers and users of marketing data. The label would disclose source, collection, recency, and “compliance signals” with industry and legal standards. Presumably the underlying motivation is to ease concerns about liability for using data that violates GDPR.
Are you sad this newsletter hasn’t been covering Facebook’s privacy troubles in detail? Then you’re in luck: here’s a detailed look from Raab Associates at items you might have missed and some perspective on what it might all mean. You’re welcome.
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.