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Fulcrum Launches CDP to Support Personalization

Real-time personalization vendor Fulcrum has released its own Customer Data Platform.  As you’d expect, it’s tightly integrated with Fulcrum’s AI-based analytics and personalization workflows.  That makes it a Campaign CDP in CDP Institute terms.

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Out-of-Home Ads Offer Alternatives to Digital Ad Fatigue: Onescreen.ai Survey

April 18, 2022

The IAB pegs out-of-home (OOH) advertising around $6 billion with a 21.7% growth rate.  But this survey from OOH marketplace provider OneScreen.ai takes a brighter view: they report that diminishing returns have 97% of marketers are looking for alternatives to digital, and 92% plan to increase OOH budgets.  They earn points for creativity by describing radio and podcasts as “audio out-of-home”.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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