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?).

Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever.  Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”.  Kantar Media accounts for 4,500  of Kantar Group’s 25,000 employees.