Speaking of mobile ads in Asia, Mobilewalla has added its 400 million devices to the BlueKai Marketplace in the Oracle Data Cloud. It offers more than 100 demographic, behavioral, and intent-based segments in Australia, New Zealand, Indonesia, Malaysia, Singapore, Thailand, India, Philippines, Taiwan, Vietnam, Japan, South Korea and Hong Kong. You’ll notice that China isn’t on the list, except for Hong Kong.
It’s Valentine’s Day, right? And Valentines Day is all about relationships, just like the customer data in CDPs is about relationships. So shouldn’t we really call it CDP Day? Or, at least, cover CDPs in today’s newsletter? Let’s start with TagCommander, a Paris-based CDP that has just renamed itself Commanders Act. The aim is to clarify that they’re now much broader than just tag management. The system now has modules for cross-identity data unification, attribution, and segmentation as well as tag management.
If this bar is any good at all, at least one TV will be showing the Drone Racing League, which launched year and now has sponsors including Bud Light, Toy State, and the German insurer Allianz. This has almost nothing to do with CDPs, although there’s sure to be a customer database of league fans somewhere. I just think it’s cool there’s a Drone Racing League.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.