More than half (59%) of the respondents to this Treasure Data martech survey are in IT, which probably explains why they rated security as the most important evaluation consideration (58%), far ahead of cost (38%), scalability (38%), or integration (37%). The group ranked CDP as the top marketing stack technology (68%), although the list of choices didn’t include stalwarts such as email, marketing automation, or CRM. Download for more.

Staying positive, let’s look at alternatives to Big Tech-based online media. One growing channel is retailer-based media networks, which Catalina is nurturing with a bundle of products and services that make them easier for retailers to deploy. Anther is the audio advertising, which iHeartMedia subsidiary Triton Digital is supporting with a marketplace, due early next year, that will aggregate 100 billion monthly impressions across broadcast radio, podcast, and streaming audio.

It’s all surveys today, Dear Reader.  Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests.  Sadly, 33% feel their needs are unmet by current brand messages.  Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%.  Content is last at 61%.