CDP Institute

But wait, there’s more. Location-based data vendor Reveal Mobile has launched Visit, which identifies visitors to specified locations, converts them into advertising audiences, and integrates with audience marketplaces and media buying services. It’s one-stop shopping for location-based advertising: surely there’s a clever play on words in there somewhere.

Location-based platforms may come and go but if you really want a business with ups and downs, try elevator advertising. Captivate has taken the industry to new heights with Captivate Places, a centralized analytics and planning system that lets marketers target audiences using first and third party data and then measures campaign impact on brand lift, foot traffic, and Web behaviors.

Oracle has launched a combined anti-fraud, viewability, brand safety ad solution based on its Dyn (2016), Moat (2017), and Grapeshot (2018) acquisitions. Called Pre-Bid by Moat, is integrated with major DSPs. Ad quality has been a hot topic recently, what with a massive Android app ad fraud uncovered by BuzzFeed and a CHEQ study that found consumers hold brands responsible for inappropriate ad placements.

Yellowfin is another company that’s replacing helping data analysts. It’s just introduced Yellowfin Signals, which continuously looks for changes in source data.  The company describes this much more eloquently as “continuous time-series detection of trends and anomalies with instant correlations”.  It’s also added Yellowfin Stores, which assembles insights in one place but is oh-so-much-smarter than what you used to call a dashboard.

Marketers who argue that consumers should consent to share their personal data because they’ll get better-targeted advertising should think again, according to this survey from GlobalWebIndex. Only 16% of respondents said personalized ads or recommendations would motivate them to share data, compared with 37% citing discounts and a whopping 53% saying because they trusted the company in the first place. Interesting data here on other topics, too.

How bad is the trust problem? Well, strategy agency Clear found that 52% of consumers never take anything brands say at face value. Nearly one third (32%) say the gap between promises and experience is getting bigger. Almost one-fifth (18%) say they stopped using a brand in the past year because of broken promises.

Consumers are underwhelmed by what they get for the data they already share: in this survey from identity management vendor Janrain, just 18% said online ads “often” seem to understand what they want while although 47% offered a grudging “sometimes”.

Vendor alliances are rarely worth mentioning but we’ll make an exception for news that visual recognition expert Clarifai is working with personalization vendor RichRelevance to create a suite of visually-based personalization tools. Use of visual inputs in marketing qualifies as an Important Trend.

Here’s more AI news worth knowing. Email deliverability expert Return Path has launched a tool lets marketers mail their most engaged subscribers early in a campaign, which will yield higher engagement rates that in turn lead to greater acceptance by inbox filters. It can also temporarily suppress mail to fatigued subscribers, lest they get annoyed or unsubscribe entirely.

Finally, we have a $10 million Series A funding for privacy management platform WireWheel, bringing total funding to $13 million. WireWheel automates privacy challenges including finding personal information in company systems, mapping processes that use that data, and alerting users to questionable events. Other tools provide documentation, frameworks, and collaboration. Given the complexities of privacy management, it’s important to know that companies like WireWheel can help.

If Adobe’s $1.68 billion acquisition of Magento failed to get you thinking about open source systems, then IBM’s $34 billion deal for Red Hat surely did. So maybe you’ll be interested in open source CRM vendor X2Engine’s release of an enhanced marketing automation layer. The X2 platform includes marketing, sales, service, digital, quotes, social monitoring, collaboration, and document management. Prices start at $35 per month per user and they claim more than 40,000 deployments worldwide.

Retail systems vendor CitiXsys has also built marketing into a larger suite, which also includes point of sale, ecommerce, inventory, fulfillment, loyalty, pricing, and promotion management functions. This sort of integration is convenient but it limits users to whatever features the vendor builds into each application. CitiXsys just raised a $20 Series B.