Is privacy a competitive differentiator? Fewer marketers seem to think so: the annual Salesforce State of Marketing Survey found just 51% exceed the legal requirements for privacy compliance, compared with 61% in the previous report. Maybe they’re just busy with other work: the number of average data sources grew from ten to fifteen, and the number of marketing metrics used increased by 13%.
Comscore is best known for measuring ad audiences, but they play the game in addition to keeping score. They just expanded their programmatic targeting business with the launch of Proximic by Comscore, which combines the context targeting provided by the company’s 2015 Proximic acquisition with ID-based and ID-free segments based on other Comscore data. Activation runs through integrations with LiveRamp, Xandr, Freewheel, and others.
The scare headlines for this report from CHEQ scream that fake traffic costs companies $142.8 billion in lost revenue, although a closer reading shows the actual ad budget spent on is closer to $35.7 billion, based on 5.9% of paid traffic being fake. Still, that’s enough to worry about. Download for interesting details by traffic type, region, and industry.
Adobe is extending its Real Time CDP to support new data partners, look-alike audiences, and import audience segments from other systems. The announcements came at the company’s EMEA Summit. There were plenty of announcements about the company’s other Experience Cloud products, and of course new features powered by generative AI.