CDP Institute

Ad viewability is another important thing that’s tricky to measure. Content discovery vendor Taboola, which places those bizarre-but-enticing “paid content” stories on many Web sites, has partnered with analytics vendor Moat to charge for video ads based on viewability or completed views rather than clicks. Problem solved.

Attribution is the mother of all measurement challenges. Neustar and iSpot.tv have connected their data to make it a little easier. iSpot tracks ad views across 12 million opted-in smart TVs and lets clients add their own information including retail sales. Neustar is integrating iSpot data with its own consumer information, enabling advertisers to build richer audience profiles and attribution analyses. Problem not quite solved but it’s one more piece of the puzzle.

Just 20% of marketers have real-time or daily access to cross-channel marketing performance data, according this study from Salesforce’s Datorama. Only 33% say they have “excellent” marketing data integration and management. No surprise here but it’s why we keep reporting on data integration technologies.

On a cheerier note: the Brand Safety Institute and Local Media Consortium have developed a Local News Advertising Whitelist to identify brand-safe local media outlets. The idea is to help revenue-starved local media attract more programmatic ad buys from national advertisers.

As it happens, brand risk fell in the second half of last year, according to Integral Ad Science. Viewability was up but fraud results were mixed: ad fraud rates rose for campaigns that were not optimized to prevent fraud and were roughly stable for campaigns that were.

Hubspot has added a new Web content management system to its collection of sales, marketing, and service modules. It’s hard to slap a label on every-changing Hubspot, which is approaching the scope of cloud marketing platforms from Adobe, Salesforce, and such. Old-timers will recall that Web content management was the core of Hubspot’s original “inbound marketing” position.

You weren’t terribly interested in Tuesday’s news about the merger of location data collectors Factual and Foursquare, Dear Reader. So I’m not sure you’ll care much that PlaceIQ is buying FreckleIOT. But it’s still worth paying attention: location data plays an increasing role in personalized customer experience and lets marketers measure real-word campaign impacts.

You were even less interested in data privacy vendor Privatar’s $80 million Series C. But I’ll still mention this $15 million raise by Okera, which is also helps companies to discover and manage access to sensitive data. Some day you’ll thank me.

SugarCRM, which long ago expanded to include marketing and customer service solutions, has added a data integration platform to connect with external business applications. It’s one more example of making external data available to customer management systems. You know, like you do with a CDP.

Enriching data with information from third parties is one important integration use case. Dresner Advisory Services reports that 25% of companies do it frequently or constantly. There’s plenty more here in this 101-page report on data preparation, including feature lists and vendor rankings.

Enrichment is good, but not if it’s done with stolen data. Encryption is one way companies avoid that. This Ponemon Institute study found that Protecting customers’ personal information is now the most common reason for using encryption (54%). The most common challenge (67%) was discovering where sensitive data is stored in the organization – something else a CDP often helps companies to do.

Data privacy vendor Privitar has raised a $80 million Series C, more than doubling its total to $143.5 million. Privitar lets companies control access to customer data to help companies ensure compliance with privacy regulations.