CDP Institute

The tools that Syncsort just bought work mostly with first party data. They’ll come in handy as privacy protections reduce use of third party data for ad targeting. Digiday just published a handy overview of ad techniques that will soon be extinct. Rejoice or weep, depending on your perspective.

How much do consumers really care about privacy? Factual found that 60% are at least somewhat concerned, although their main worries are identity theft, fraud, and stolen passwords. A larger majority, 83%, have taken some action to protect their data. In general, about one third are open to sharing information in exchange for personalized treatment, one third are opposed, and one third don’t care much either way.

We were looking forward to Salesforce releasing a proper Customer Data Platform so they could start to educate rather than confuse the industry.

Google offered its own grand vision last week, this one aimed at making personalized ads compatible with privacy expectations. They cited studies that found traffic without cookies yielded 52% less revenue to publishers than traffic with cookies. Google would rely mostly on user consent, which has little impact because few users pay attention. But it also suggests techniques to do targeting without exposing individual data. Details here.

Looking for more practical news? Leadspace announced details of its latest release, which includes improved analytics and integration with Salesforce, Pardot, and its ReachForce acquisition.

It’s Friday, so let’s just sneak in some bad news while you’re not paying much attention. We’ll start with a study from location intelligence company Location Sciences, which found that up to 65% of location-based ad spend is mistargeted. More precisely, 29% of the ads are delivered outside the target area while 36% rely on IP address, which is not accurate. Oh, and 36% of top GPS-enabled apps display location fraud.

Anti-fraud vendor Pixalate has seems like an optimist: they found a mere 19% of U.S. programmatic ads are invalid traffic, which usually indicates fraud. The U.S. showed more fraud than Canada or the big European countries, although less than India, Russia, and Brazil. Video showed more fraud than Web ads and in-app ads are worse than both.

Finally, we’re told that a majority of robocall blocker apps have been found to share personal data without user permission. How much you care depends on your attitude towards privacy but it’s surely bad news in terms of general trust levels. Can I go home now?

TapClicks automates data flows for marketers and media companies, simplifying order entry, workflow, and analytics. It’s not a CDP but does address some related needs. They just raised $10 million, bringing total funding to $29 million.

Reputation.com analyzes customer feedback from reviews, surveys, and social media. It’s a demanding mix of structured and unstructured data. They just raised $30 million, reaching $117.3 million total.

All that investment must mean that somebody is buying martech, right? Sure enough, Merkle found that more marketers (32%) would invest extra budget in data, analytics and tech than in media, content, or staff. Not coincidentally, about one-third report major improvements in conversion rates after implementing personalization.

Privacy management vendor OneTrust has receives the first ISO 27701 certification, which covers processes required by GDPR and other privacy regulations. The new standard will likely become a requirement for many buyers.