Utiq lets consumers manage consent on a website-by-website basis, drawing on internet connections provided by major European telcos.  This lets it provide a cookie-free, privacy-safe customer ID that covers many more people than IDs based on email address.  They just partnered with data provider All Eyes On Screens to improve addressability and provide real-time audience insights for TV advertisers in Germany.

Martech’s portion of the marketing budget is set to rise from 19% this year to 22.7% in next year, 31.7% in five years, according to the CMO Survey. This despite 54.9% seeing less payoff from martech use than expected. While almost 80% of companies use martech, it’s surprising that around 45% of marketing activities are martech free (are spreadsheets martech?).

Remember the good old days, when lying was considered unacceptable? The folks at Iron Tribe Fitness, a South Carolina gym, are holding Meta to that forgotten standard in a class action suit alleging that Facebook overcharged advertisers as much as $4 billion by using one type of auction bidding process while claiming to use another.  Meta blames the error on a “software glitch” that began in 2013 and continued for at least four years.