Measurement is a topic of endless fascination because the old methods are fading and it’s not clear what will replace them. DoubleVerify is an aggressive contender, building on its core business of checking whether web ads are actually seen (now trendily known as attention measurement). Their latest project connects ad views with real-time purchase data from six-million-member panel tracked by Attain.
Good news is hard to find these days, so let’s squint at LXA’s latest State of Martech report and note significant progress since last year in the “people and team” dimension of martech maturity. It’s still the lowest-ranked dimension but we’ll take it. Other causes for cheer: 83% of CMOs expect to increase their martech budget in the next twelve months; 71% see martech as the heart of their marketing strategy; and 66% feel they can accurately measure the ROI of their martech investments. You’re welcome.
Battered and bruised they may be, but Nielsen is still arguably the marketing measurement champ. They’ve just signed a deal to collect linear and connected TV Automatic Content Recognition (ACR) viewing data from LG Ad Solutions. LG clients will receive streaming measurement reports from Nielsen ONE Ads, the long-promised cross-media measurement solution that Nielsen began rolling globally out last week.
RudderStack, which styles itself “the AI Data Cloud Native CDP”, has unveiled a suite of Data Apps running on its Customer 360 solution, which in turn runs within Snowflake AI Data Cloud. The apps support the fast delivery of data projects — for example, attribution data and propensity scores — from data teams to business stakeholders. They are now available to Enterprise Tier RudderStack customers on Snowflake.