Wanna do some audience measurement of your own? Demandbase is offering a free tool to identify companies visiting your website. Well, some of them, anyway. It’s based on IP address, which is pretty standard, but Demandbase adds other tricks to improve the accuracy of its results.
Do you hear that buzz? Either your office is being attacked by hornets or it’s everyone talking about data clean rooms. The latest chatter is about VideoAmp, which has integrated its TV audience measurement data with Disney Advertising’s clean room. The deal will improve audience targeting and measurement across linear and connected TV, which has been a sore point.
NewsGuard rates news organizations against journalistic standards. They just expanded their reach with report cards for 140 TV shows and networks. NewsGuard shared six sample “nutrition labels”, which show that Tucker Carlson is less reliable than CBS Evening News. Oh.
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.