Meanwhile, survey company Toluna strutted its stuff to reveal that entertainment is the most common reason people buy new technologies (43%), followed by automating tasks (26%), tracking behavior (23%), sharing on social media (18%) and receiving more personalized ads (12%). That anyone would buy tech to get personalized ads seems surprising, but it’s clearly not a priority for most consumers.
It’s another brutally slow news day, so I’m reduced to reporting that Mapp, the private equity-owned mashup of Blue Hornet email and several marketing products once owned by Teradata, has rebranded itself by calling marketers “sheep”. So clever. Mapp says it’s a “native CDP”, which seems to mean it has a unified customer database. It’s not clear that Mapp also meets the CDP requirement of easily sharing data with external products.
And we have cross-channel attribution: Cuebiq, which collects location data about individuals, has partnered with TV viewing data collectors Inscape and Gracenote to correlate TV consumption with retail foot traffic. This once would have seemed amazing but now such services are commonplace. No doubt they differ ways too subtle for most of us to grasp.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.