Obnoxious behavior from Facebook is no surprise but we still should mention that they just blocked their users from all legitimate Australian news sources. Lies are still welcome. It’s part of Facebook’s fight against a proposal that they pay news companies for using the information. Google also dislikes the idea but chose to cut a global deal with News Corp.
PureB2B also compiles business contact and company data for marketers. They just launched PurePredict, which combines contact-level intent-based content consumption of known individuals; company-level intent based social media behaviors; and domain-level intent based on content consumption by anonymous individuals. If that’s not enough, the company says it will add other types of intent data in the future.
Most of the marketing industry has gotten past the denial and anger stages of reacting to Apple’s tighter privacy policies and is moving on to bargaining. AppsFlyer’s contribution is SK360, which restores some control by collecting campaign information that Apple’s SKAdNetwork sends to ad networks. AppsFlyer e just announced a further extension, PredictSK, that predicts campaign performance. Look for other measurement vendors to offer similar support in these trying times.
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.