Reports of DMP’s death may be exaggerated. This Piano report finds that 53% of publishers are still using a stand-alone DMP to activate customer data, compared with just 36% using a CDP for the purpose. Behavioral data is the most common basis for segmentation (82%), followed by demographics (77%) and context (64%). Download for even juicier details.
Malaysia’s government and government-linked investment companies (GLICs) will invest US$211M (RM1 billion) in additional funds to match private funds in supporting local start-ups and encourage technopreneurs. Malaysia ranked 20th in the world based on the report of The Global Startup Ecosystem 2023, valuing the Malaysian start-up ecosystem at US$46 billion (RM208.08 billion) for the first half of 2020 to 2022.
Remember when addressable TV was an oxymoron? Those days are gone, according to industry group Goaddressable: 73% of advertisers are now including addressable in their media plans, up from 57% just one year ago. Measurement is still the top obstacle, cited by 47%, but that number is dropping while cost efficiency (41%) and scalability (37%) are cited more often.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.