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Categories : CDPI Newsletter

Marketers Fear Impact of Cookie Loss on Measurement: Mediaocean Report

June 6, 2022
“Transparency” is the most overused buzzword in advertising, says to this Mediaocean survey, followed closely by “cookieless/privacy-safe”.  “Customer Data Platform” doesn’t even make the list, which feels like a failure on our part.  More substantively, the study finds that marketers are more worried about the impact of cookie loss on their measurement capabilities than on marketing results.  Interesting.
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Capital One Financial Enters Software Business

June 3, 2022
The CDP industry is spending a lot of time debating whether IT teams should build their own systems or buy commercial software.  Capital One Financial Corp has taken ‘build’ to an extreme by letting other companies buy systems it originally built for itself.  The first product offered by Capital One Software is a data management tool for Snowflake.   It’s probably not a trend but if it is, you heard it here first.
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Industry Consortium Offers Addressable TV Ad Standards

June 2, 2022
Anything may go in politics and social behavior today, but at least addressable TV ads have standards.  Those come courtesy of Go Addressable, an initiative backed by Altice USA, Charter Communications, Comcast, Cox, DIRECTV, DISH Media, and others.  They just released guidelines for ad creative and execution timelines, and listed approved vendors for data onboarding (LiveRamp, Experian, and Epsilon) and attribution (LiveRamp, Experian, and Nuestar).
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Companies Find Martech Confusing: London Research Study

June 1, 2022
The martech drinking glass is both three-quarters empty and three-quarters full, according to this perplexing survey by London Research.  More than half (57%) of respondents said they find the martech landscape very confusing and it’s hard to know how products fit together, but 83% of leaders and 66% of mainstream organizations say the components of their stack are seamlessly integrated.  CMOs are in charge of digital at 11% of leaders and 27% of mainstream companies. Lots more here to ponder.
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Customers Want Companies to Verify Their Identities: Jumio Infographic

June 1, 2022
If you enjoy confusion, consider the distinction between tracking customer identity and verifying it.  Tracking is what marketers do with cookies and device IDs; verification is customers proving who they are with passwords and biometrics.  The two worlds are merging as marketers ask customers to identify themselves in exchange for personalized experiences.   This Jumio infographic finds 57% of customers “constantly” or “often” verify their identities and 80% favor brands with good verification methods.
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