CDP Institute

CDP vendor Lytics also has a survey for you today, Dear Reader.  It explores the end of third-party cookies, which 47% of marketers say will have a “large” impact on marketing ROI.  The most common response will be to spend more with walled garden vendors like Facebook and Amazon (62%), although 92% also say the changes make first-party data more valuable than ever.  The biggest problems with first party data are creating a complete customer view (40%) and data access (36%), which Lytics modestly doesn’t mention are addressed by CDPs.

One trend in the CDP market is for operational systems to incorporate CDP capabilities.  Specialty retail tech vendor Retail Pro International has just announced something along those lines, in the form of a partnership with omnichannel marketing vendor OptCulture.  Retail Pro makes several mentions of combining data from all sources, although they don’t call their system a CDP.

It’s all surveys today, Dear Reader.  We’ll start with NewVantage Partner’s 10th annual study on corporate data initiatives, which finds scant progress towards becoming data-driven.  One hint why: 92% of companies say corporate culture is the main obstacle, but just 13% are making data literacy their top investment priority.

AppsFlyer and Adobe also found organizational issues are a top obstacle to change, in this case related to mobile-first marketing.  On average, respondents said 40% of their sales are already being made through mobile, and many are looking for more.  Nearly all are “concerned” (30%) or “very concerned” (55%) about privacy developments, but the survey listed many ways companies are encouraging consumers to consent to tracking.

Respondents to this TDWI survey see more technical than organizational obstacles to data-driven decisions: data quality ranks first (61%) followed by lack of a unified view (43%).   The group prioritized end-to-end integration of data prep (45%) over self-service options (30%), and just 40% have a comprehensive plan to move data into the cloud.  Moral of the story: IT folks are more conservative about their tech than you might think.

You will be completely unsurprised to learn that ad measurement remains a top challenge for marketers as we head into 2022, according to this Mediaocean poll. Slightly more newsworthy: Comscore has launched a “true single-source unified cross-platform measurement solution” to help resolve the issue. Comscore Everywhere promises deduplicated audience measurement across linear and connected TV, digital ads, and social media, with connections to retail and online shopping results.

Current ad measurement champ Nielsen has been on the ropes but they did recently counterpunch with Streaming Signals, which promises to say who within a household is currently watching a connected TV show, so advertisers can bid on programmatic ads accordingly.  That would be a good trick but it seems they’re just making assumptions about the type of person who watches each show.  So the real trick is avoiding the term “contextual”.

Walled gardens don’t need to struggle with audience measurement because they already know who sees what.  NBCUniversal is taking advantage of that omniscience by launching NBCUnified, which integrates first-party data on 150 million individuals and 80 million households collected through movies, video, ecommerce, subscriptions, theme parks, and heaven knows what else.  The data is enhanced with third party information and made available for ad targeting.

CDP BlueConic has sold a majority share to Vista Equity Partners, whose high-profile martech investments have included Drift, Gainsight, Marketo, and many more.  No details were announced but the deal gives BlueConic resources to compete against increasingly well-funded industry leaders.

CDP Algonomy announced a deal to buy Linear Squared, which offers AI-based retail demand planning and forecasting.  It’s a good example of a vertical CDP expanding its industry-specific features.  Algonomy is the renamed combination of campaign CDP Manthan and recommendation engine RichRelevance, who announced their combination in late 2019 and closed that deal in early 2021.

Merkle, which offers a slew of marketing services including CDP delivery, is moving deeper into operational territory with a pair of products to support contactless shopping.  Scan & Go lets in-store shoppers make an online purchase via ecommerce platforms such as Shopify, Salesforce Commerce Cloud, and Adobe Commerce.  UnboxIt reads QR codes on boxes to connect shoppers with instructions, customer support, loyalty programs, or I suppose anything else.  The big selling point is that shoppers don’t need to download a dedicated app.

Publishers mourning the loss of third party cookies have moved past acceptance to the previously undocumented stage of glee.  An amazing 70% in this Adweek survey said they saw the end of third party cookies as beneficial.  Surely related: 36% said relationships with Big Tech have gotten worse in the past two years.  First-party data and contextual ads are tied as the priorities for making it happen; data issues are the biggest challenges.  Download for details.