CDP Institute

If you’re worried about the more conventional privacy issue of companies sneakily collecting your data for ad targeting, meet mobile ad network Orgury. They’ll target ads with your data but only after you agree to prominent consent notices. They also let publishers give you the choices of seeing relevant ads based on your data, seeing untargeted ads, or seeing no ads and paying for content. Ogury recently added the ability to let users choose which of three video ads to view, an option that increases ad engagement.

I won’t call Roku one of those companies that sneakily collect your data. But they did just launch platform that targets Internet TV, Web and mobile ads based on Roku’s ability to identify their users. You consented to that, right?

Hi, it’s Jamie, Senior Intern at the CDP Institute Department of the Obvious. I’m fine and the gruel supply is stable. Coronavirus does seem to have reduced the flow of obvious research, but I’ve hoarded some to share. We’ll start with a Sprout Social study that found 89% of consumers will buy products from a brand they follow on social media. Almost as obvious: consumers want engagement, transparency, and service more than anything else, while marketers overestimate consumers’ interest in memorable content, storytelling, and pop culture references.

Meanwhile, LastPass has documented the obvious fact that consumers are bad at data security. Two-thirds use the same password for most or all of their accounts even though 91% know it’s dangerous. The reuse rate actually went up by 8% since a similar survey in 2018.

Finally, UK ad trade group ISBA and PwC have conclusively proven that adtech is a hot mess. After two years of work, PwC media experts and data scientists could only map 12% of 267 programmatic million impressions from advertisers to publishers and couldn’t account for 15% of total spend. They did find that publishers receive just half the money paid by advertisers. Brilliantly illustrating the obvious, they conclude “this supply chain complexity seems unlikely to be consistently in the best interests of market participants.”

This report from programmatic media buyer MiQ isn’t really about Customer Data Platforms, but this is the CDP newsletter so I’ll highlight that 46% of U.S. media buyers reported having a CDP, compared with just 36% who said they had DMPs. The bigger message of the study was that programmatic now includes out of home, connected TV, and audio ads as well as mobile ads. They found 51% of U.S. companies have separate buying teams for each channel and just 14$ use a single automated platform across all channels.

Before you CDP fans get too excited, ingest this: a mere 2% of B2B leaders see CDPs as the best help for digital experience agility in this Episerver report. Leading choices were digital experience management (29%), Web content management (16%) and business intelligence software (16%). Lots of interesting data here on digital transformation, relationship management, personalization, impact of AI, data breaches, and more.

In actual business news, retail marketing automation vendor Listrak has added identity resolution to its bag of tricks. Its new GXP platform converts anonymous to known traffic and finds cross-channel identifiers. Listrak already built a unified customer profile so it’s not entirely clear what’s new here.

Salesforce has announced a suite of products to help companies safely reopen their businesses. The combination of new and existing solutions will cover reporting, contact tracing, emergency response, employee wellness and shift management. Prices vary by component and availability ranges from mid-May to June. Expect a wave of similar offerings as companies move past the “we’re in this together” stage of coronavirus marketing.

Pandemics come and (hopefully) go, but data quality problems never end. Informatica has expanded the quality features in its cloud-based integration platform, aiming to help business users clean up their own mess. Features include AI-assisted data profiling, business rule selection, reusable quality rules, and continuous quality measurement.

Privacy requirements keep expanding. BigID, whose core business is helping companies find where they’re storing personal data, is taking the next logical step with a portal to help manage that data. Capabilities include self-service management of consumer data requests and preferences, data rights management, user experience templates, and authentication of data requestor identities.

Mozilla is working on a Firefox extension that will generate unique aliases so users can hide their true email address when they fill out Web forms. The feature is similar to one that Apple announced last year. More evidence that privacy protecting technology is becoming more widely available.