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.

Treasure Data will provide its system to free for companies that are stuck in contracts with other CDPs. The trade-up program is available to companies with roughly firms with $1 billion or more revenue, that already have a competitive CDP in place. There will still be some costs for services to make the conversion but Treasure Data says these are fairly small since it has considerable experience with such projects.