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.
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.
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.
Treasure Data will provide its system to free for companies that are stuck in contracts with other CDPs. The trade-up program is available to companies with roughly firms with $1 billion or more revenue, that already have a competitive CDP in place. There will still be some costs for services to make the conversion but Treasure Data says these are fairly small since it has considerable experience with such projects.