CDP Institute

You probably assume that advanced video ads are more effective than standard creative, but would you have guessed the engagement rate is 335% higher: 0.3% vs 1.3%? That’s what video ad platform Innovid found after analyzing hundreds of billions of impressions. Nearly half of advertisers used advanced methods including geo-targeting, sequential messaging, third party targeting, weather targeting, or cross-device targeting.

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.

Data privacy rules will hurt small publishers more than big publishers, according to this CafeMedia study. Twice as many large publishers said they would replace cookies with a different anonymized ID (64% vs 32%) and more than twice as many said they would increase non-advertising revenue to replace ad revenue losses (55% vs 24%). Nearly half (44%) already sell first party data to outsiders. The study sees CDP use growing from 50% to 61% in the coming year and DMP use growing from 50% to 63%.

Lost ad revenue primarily hurts publishers but nearly every company faces costs to comply with privacy regulations. Results from the first three months after the California Consumer Protection Act (CCPA) took effect in January show that companies can expect 100 to 190 requests to review, delete or not sell personal data per million customer records, DataGrail reports. Most January requests were for review and deletion but since then Do Not Sell has been by far the most common.

Just as you expected, privacy has become a luxury good. Smart home device maker Josh.ai has found that high-end buyers will pay extra for a privacy-safe alternative to voice-activated devices from Google and Amazon. Josh just raised an $11 million Series A.

Optimove is a US- and Europe-based CDP that last year added email capabilities; Netcore is an Asia-based email and messaging provider that last year added a CDP. The two have now partnered to give Optimove users access to Netcore delivery capabilities. Yes, the CDP industry is confusing.

Terminus has elbowed its way from B2B ad targeting into Account Based Marketing management. They just extended further with the purchase of chatbot vendor Ramble. Terminus aims to be an all-in-one platform, enabling marketers to avoid the cost of best-of-breed integrations.

Shopify already offers one-stop tech shopping for small retailers. They just went a step further to add a mobile shopping app that covers everything from local business discovery to product recommendations to checkout to order tracking. Good timing.

CDP Segment has launched a no-code tool to simplify collection of data from client Web sites. If that sounds familiar, it’s because you read last week about a no-code integration tool from Tealium and new connectors from Arm Treasure Data. Irony alert: it takes a technician to properly compare these tools built for non-technical users.

Meanwhile, Teradata has launched what it calls “the first enterprise CDP”, a claim so absurd it doesn’t even merit a sarcastic remark. The system, Vantage CX, uses real-time data collection technology from Celebrus, which also isn’t new: the two firms have a ten-year relationship. It’s sold a service but Teradata doesn’t claim it’s the first to do that.

File this under “the glass is three-quarters empty but at least the water level is rising”: Kenshoo reports that digital advertising rebounded slightly early April from the levels of late March. Improvements are concentrated in online shopping and health products. Paid search and social ads both grew during the first quarter although they would have grown faster without a pandemic; ecommerce ads grew more.

Dynamic Yield continues to expand beyond its roots in Web site personalization, adding a feature to send campaign audiences to email, ad networks, call centers, and other channels. Last month’s enhancement let them include offline purchase data to their unified customer profiles. https://www.dynamicyield.com/blog/bridging-online-and-offline-purchase-data-for-personalizationAlthough Dynamic Yield casually refers to having “CDP product”, it’s not clear they meet RealCDP requirements for handling all data types and easily sharing the profiles with other systems.