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.
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.