CDP Institute

Nearly half (49%) of TV viewing occurs outside of broadcast and channels, according to Nielsen Media Distributor Gauge, a just-launched solution that aggregates total TV consumption across broadcast, cable and streaming by media company. It’s more evidence, if needed, of the growing importance of non-traditional video consumption and of Nielsen’s effort to maintain its position in TV measurement despite the changes.

Just 18% of B2C marketers rated CDP as their top priority for improving segmentation, far behind better data quality (54%) and integrating data (46%), in this Ascend2 survey for Porch Media Group.  First-party data is already considered by far the most important type for building audiences marketers and more first-party data is the top solution to cookie deprecation, while Google Privacy Sandbox and consumer ID solutions rank last.

From Jamie, Senior Intern at the CDP Institute Department of the Obvious: Food marketing can work. Research presented at the European Congress on Obesity showed that the eating habits of digital games players were influenced by in-game food ads or influencers. “The high level of exposure to digital marketing of unhealthy food could drive excess calorie consumption and weight gain, particularly in adolescents who are more susceptible to advertising,” the researcher said.

Google will begin the U.S. rollout of its much-anticipated generative AI search capability this week, with rollout in other countries “coming soon.”   Search results include links to information sources but Website owners still worry that detailed answers will result in fewer people clicking past Google to their own websites.  From Google’s perspective that’s a feature, not a bug.

Enterprise CX platform Avaya announced a new partnership with AI-based conversation vendor LivePerson. Avaya users will gain direct access to LivePerson’s messaging, AI, and conversation orchestration solutions and analytics. The relationship isn’t exclusive: Avaya has similar deals with several LivePerson competitors.

Almost three-quarters of consumers worry daily about being tricked by deepfakes into handing over sensitive information or money. On global average, 60% of consumers think AI regulation should be stricter. Message for marketers: Deepfakes are not necessarily malicious; they can be fun; but think twice about using them and then don’t.

ChatGPT-4o is the latest model released by OpenAI and available to all (including free) users. The “o” stands for “OMNI,” reflecting the model’s capabilities for voice and image as well as text. For marketing teams, this might mean one source for genAI capabilities rather than switching between LLMs and solutions specifically focused on visuals.

As Facebook continues to deprecate links to news sites after being confronted with demands that it pay for content, referrals have fallen steeply. Traffic has fallen by 50% in the last 12 months, according to publisher analytics firm Chartbeat. Smaller publishers are hardest hit, but there has been an across-the-board decline in social page views.

Almost 70% of B2B marketers have improving data quality as their top priority, while 60% acknowledge it as a top challenge. The goal is maintaining the top brand attribute of authenticity, ranked ahead of customer-centricity. Almost half the marketers surveyed by B2B data solutions provider Anteriad believed authenticity could walk hand-in-hand with AI use.

After years of thinking they were in the business of selling things to people, retailers have realized they’re actually in the business of selling people to advertisers.  Retail media networks are the most obvious result, but why stop at ads sold directly by the retailer? Walmart has hooked up with Disney Advertising to test letting advertisers on Disney+, Hulu, and other Disney outlets use Walmart audience information to improve targeting and measure results.

LG Ad Solutions, part of smart TV vendor LG Electronics, will integrate The Trade Desk’s Unified ID 2.0. This will support the use of advertisers’ own first-party data across the LG audience network. Unified ID 2.0 provides a persistent, privacy-compliant identifier to target audiences across channels and devices.

Although the challenging 2023 ad market slowed growth for podcasts, revenue is nevertheless predicted to reach nearly $2.6 billion by 2026. For the second year, comedy and sports are beating news in appeal to advertisers. The report was issued to coincide with the IAB Podcast Upfront event, discussing innovations in the space.