Let’s look past the trees to some forests today, Dear Reader. Here’s news that digital experience analytics vendor Contentsquare is buying product analytics platform Heap. Closer integration of product marketing and consumer marketing has been a trend for some time.
The case is being brought under charges of the Racketeer Influenced and Corrupt Organizations Act (RICO), which is more often used against organized crime.
Another long-term development is the slow collapse of social media advertising as users and ad buyers find more compelling alternatives. This Skai report brings it into focus: paid social ad cost per thousand were down 29% year- on-year, although impressions and clicks rose 35% so net ad spend was down just 4%. By contrast, paid search cost per click was largely flat (down 4% year-on-year) while retail media impressions, clicks, and spend were all up (32%, 36%, and 35%, respectively).
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.