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Forrester CDP Report Accentuates the Negative

May 18, 2022
Maybe it’s just click-bait and maybe the authors are truly hostile, but this Forrester report for Zeta Global goes out of its way to make CDPs look bad.  Most obviously, it headlines that ‘only 10% of CDP owners feel their CDP meets all needs’ although another 26% say it meets most needs, another 35% say it meets some needs, and only 45% actually say it failed to meet expectations.  The underlying assumption is that CDPs should do everything from data collection through cross-channel campaign execution, although the survey doesn’t actually... Read More >
CDPI Newsletter

Google Plans New Consumer Controls Over Targeted Ads

May 13, 2022
Google will give consumers more control over the ads they see, replacing current Ad Settings and About this Ad options with My Ad Center later this year .  The unified offering will let users specify the brands and topics they want to see, change personal information used to target ads, and make it easier to see who paid for an ad they are viewing.  It’s doubtful many consumers will bother with the settings but the features give more control to those who care.
CDPI Newsletter

Some Consumers Love Targeted Ads, Some Hate Them: Frontier Communications Study

May 13, 2022
Consumers are split almost evenly in their attitudes towards personalized marketing.  Frontier Communications found that nearly half found targeted advertising annoying (46%) and invasive (36%) while a similar sized group find it useful (42%) and enjoyable (39%).  Along the same lines, 28% said they’d pay $50 per month or more for ad-free social media while 27% wouldn’t pay a penny.
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