CDP Institute

s the loss of third-party cookies makes results measurement more difficult, advertisers keep looking for purchase data they can use instead.  Omnicom has tapped a juicy new source in a deal with Instacart.  TV ad audiences will be matched to Instacart sales data, making a direct connection between who saw an ad and what they bought.  In a data clean room, of course.

Planning to build your own data management infrastructure?  Precisely has announced a Data Integrity Suite with SaaS modules for data integration, observability, governance, data quality, geo-addressing, spatial analytics, and enrichment.  Old-timers will recall that Precisely was called Syncsort until 2020 and then regale you with tales from the days when mag tape was the hot new technology.

I have a pile of personalization surveys for you today, Dear Reader.  But the most intriguing study in the queue is this one from CX tech vendor TELUS International, which finds that companies are using fewer CX systems.  Specifically, 50% of companies are now trying to reduce the number of CX vendors, compared with 44% two years ago and 27% five years ago.  Suites still win, it seems.

There’s less surprise in the personalization surveys, which consistently show that consumers want personalized treatment but still care about privacy.   Twililo’s State of Personalization 2022 reports increases 62% of consumers will be less loyal to brands that fail to deliver a personalized experience, up from 45% in 2021.  But 65% worry data is being collected without their permission and just 40% trust brands to use it responsibly.  On the bright side, 63% are okay with personalization so long as it’s based on data a brand has collected rather than purchased.

Cheetah Digital says the most consumers find location-based ads from companies they don’t know to be creepy (67%), beating our ads related to something they said near a smart device (63%). Movable Ink finds 51% of consumers are more likely to trust a brand that sends them personalized communications and over half will provide personal data in exchange. MoEngage reports dynamic personalization and auto-triggered emails greatly out perform non-personalized emails, and gives details by region and industry. OneScreen says 79% of consumers feel personally targeted ads show a brand understands... Read More >

Let’s grab some virtue today, Dear Reader.  DoubleVerify has teamed with Scope3 to measure the carbon impact of advertising campaigns, based on the electricity used to power the servers that run them.  The metric isn’t ready yet, but will be integrated with other DoubleVerify reporting when it is.

Are you concerned about bias in AI systems and adtech?  IBM is leading the charge against that with a free Advertising Tookit for AI Fairness 360, which contains 75 fairness metrics and 13 algorithms to identify and mitigate biases.  They’ve also created an Advertising Fairness Pledge and signed up companies including Delta Air Line, WPP, Mindshare, and industry groups.

I’d hate to think that any company did the right thing just to curry favor with consumers.  This report from research company GfK should help prevent that by showing that “purpose ads” are actually less likely to grab viewers’ attention than non-purpose ads, by a margin of 74% vs 65%.  GfK doesn’t advise against purpose advertising but does call for patience in waiting for results.

Have you been fretting that it’s too hard to buy things through your TV? Roku and Walmart now offer shoppable ads within Roku-delivered programming.  What’s special is the payments are made using Roku’s payment system, so there’s no need to visit the Walmart ecommerce site to complete the transaction.  They call this “t-commerce”, as well they should.

Maybe you’re looking to buy tools to build your own CDP-like system?  Walmart doesn’t sell those yet, but Aqfer does.  They just made them more accessible by adding their products to the Amazon Web Services Marketplace, where you can buy and run them.

How about buying a Web3 CRM?  I don’t know what that is, either, but it sounds important.  Holder will be happy to sell you one, along with a marketing automation engine and wallet data platform designed for “the tokenized world”.  More precisely, they can’t really sell you one, since they’re still in private beta.  But they did issue a press release and promise a public launch later this year.  

New privacy rules may have stifled some data collection, but data sharing is more popular than ever.  Publicis Groupe just launched a self-serve retail media platform that combines on-site ad serving, off-site and in-store ad placements, and results measurement based on sales.  It’s a collaboration between ecommerce ad platform CitriusAd and Publicis’ Epsilon agency, whose CORE ID individual identifiers tie it all together.