Pulling back to the big picture, Dentsu Aegis has released an insightful but hard-to-summarize survey of CMOs. The main CDP-related takeaway is CMOs have plenty of data but struggle to get value from it. On the bright side, 65% see data privacy legislation as an opportunity to build customer trust.
Looking for some ammunition in your fight for a data quality program? Bad data costs marketers 21 cents of every media dollar, according to this Forrester study for Marketing Evolution. Quality leaders performed better on every imaginable business metric.
More acquisition news: conversational marketing platform Drift is buying Giant Otter, which uses AI to build chatbots even smarter than Drift’s existing products. Wasting no time, Drift announced Drift Automation, a chatbot tool that uses the Giant Otter technology.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.