CDP Institute

Back on the targeting front, Neustar has partnered with out-of-home video network Captivate to identify audiences across Captivate’s network for 23,000 displays in nearly 2,000 office, residential, and golf facilities.  The ads can’t be targeted directly at individuals.

BDEX is a consumer data exchange that builds lists based on look-alike modeling against a brand’s target audience.  They just launched a new self-service, freemium tool that supports targeting against more than 5,000 audience segments.  Although models are based on uploaded customer lists, BDEX doesn’t retain any of that data.

We’re all about trends today, Dear Reader. Data clean rooms are trendy, and ActionIQ is jumping aboard through a strategic partnership with data clean room platform InfoSum. The deal will let ActionIQ clients match their data against other companies’ information and store the enhanced results. InfoSum’s claim to fame is it does this without making copies of the original data.

Testing software before you buy it is trendier. Demostack makes it easier for Software-as-a-Service companies to create demonstrations and demo environments. They just raised a $34 million Series B, bringing total funding to $51.5 million.

Buying through social platforms is the trendiest.  Flowspace reports it’s a high priority for 27% of companies and 71% report a higher ROI than other channels.  Less expected: nearly as many cited data ownership (43%) as acquisitions (45%) as their main reason for doing social commence.  CDPs were actually the most common investment (55%) for improving social commerce fulfillment.

Just in case you haven’t seen enough bad news recently, spam is getting worse, too.  This summary from Axios reports that spam email rose 30% from 2020 to 2021, spam phone calls hit a six month high in March, and spam texts nearly doubled since last June.   Sorry.

I’m not sure whether this is good news or bad: a federal appellate court has reaffirmed its ruling that data scraping from public profiles on LinkedIn is legal.  Privacy advocates and data owners might be unhappy, but researchers and archivists are now on firmer legal ground.  The decision follows a Supreme Court ruling that limited the protections of anti-hacking laws.

This one is good news for sales managers, although phone agents might disagree.  Zoom has released an AI tool that analyzes sales conversations to extract useful, structured information and create metrics such as how often salespeople ask engaging questions and provide next steps, and how long they talk.  The feature, Zoom IQ for Sales, can also pull in data from Salesforce to give a more complete view of on-going client conversations.

Apple’s App Tracking Transparency (ATT) rule, which requires users to opt-in before an app can track them, will reduce Meta (Facebook’s parent) revenues by $12.8 billion in 2022, according to this Lotame estimate. The figure is higher than Lotame originally estimated, and assumes a 65% opt-out rate. In fact, according to this Adjust study, the opt-out rate is actually closer to 75% and even higher for social media companies like Meta.

Don’t feel sorry for Meta: this IAB report finds that U.S. social media ad revenue grew by 39% in 2021, faster than search (32.8%) or display ads (29%) but less than digital video (51%). Total internet advertising grew by 35.4% to reach $186 billion, while the next-largest ad channel, television, rose just 8.7% to about $67 billion.

The IAB pegs out-of-home (OOH) advertising around $6 billion with a 21.7% growth rate.  But this survey from OOH marketplace provider OneScreen.ai takes a brighter view: they report that diminishing returns have 97% of marketers are looking for alternatives to digital, and 92% plan to increase OOH budgets.  They earn points for creativity by describing radio and podcasts as “audio out-of-home”.

Real-time personalization vendor Fulcrum has released its own Customer Data Platform.  As you’d expect, it’s tightly integrated with Fulcrum’s AI-based analytics and personalization workflows.  That makes it a Campaign CDP in CDP Institute terms.