Retail advertising company Criteo has purchased Brandcrush, an Australia-based firm that specializes in helping retailers sell ads in their own online and offline locations. The deal gives Critero a firmer foothold in the booming retail media network industry, as well expanding their presence in the Asia-Pacific region.
This State of Martech 2023 report from CleverTouch found that just under 60% of B2B and B2C companies have a CDP in place, as do 77% of B2B2C firms. U.S. firms rare twice as likely as European firms to consider themselves data-driven (54% vs 23%) and almost twice as likely to restrict martech system users to martech specialists (47% vs 28%). Cross-channel “hyper-personalization” has grown from 9% of respondents in 2022 to 26% in 2023.
Mobile ad platform InMobi has launched an IOS programmatic ad bidder that avoids user-level identifiers. The product leverages privacy-safe data signals and Apple’s SKAdNetwork (SKAN) 4.0 attribution framework. With ever-increasing constraints on user-level data, this is the way of the future.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.