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CDPs Second-Most Acquired Marketing Technology Due to COVID-19: Acquia Report

COVID-19 gets more attention than third-party cookies, Amelia Earhart, and Bigfoot combined. It’s no surprise that this Acquia report finds marketer and consumer behaviors changed due to the pandemic.  But did you know that 82% of marketers reported their ROI on marketing technology improved during the period? More than half (54%) invested in CDPs, ranking just behind marketing automation (63%) and well ahead of AI and machine learning (44%), personalization (43%), and content management (35%).

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AppsFlyer Measures Incremental Ad Impact

October 23, 2020

Mobile attribution vendor AppsFlyer has introduced Incrementality, a solution that runs tests to determine the incremental impact of remarketing programs. Managing hold-out samples is tough, so that’s noteworthy in itself. But I was also intrigued by AppsFlyer’s statement that “attribution and incrementality are completely independent concepts” – the difference, apparently, being that attribution assigns full or fractional revenue “credit” to marketing touches while incrementality estimates the net revenue change resulting from a touch. Got that?

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US Requests Breakup of Google

April 22, 2025

The U.S. Department of Justice has formally requested the sale of the Chrome browser among other measures following last August’s guilty verdict in its search advertising antitrust suit (not to be confused with last week’s guilty verdict in the adtech antitrust lawsuit). Google is asking for a much narrower focus on deals to be the default search engine for Apple, Mozilla and others. There will be a three-week hearing on the government’s proposals.

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