Sometimes you need data to prove the value of doing the right thing. CDP Institute is here to help. Trying to attach a price to good privacy practices? Cisco found that fewer GDPR-complaint companies had a recent data breach than non-compliant companies. Less comforting: the breach rate at compliant firms was 74%.
Maybe it’s the cold weather. Maybe it’s the approach of Valentines Day. Whatever the reason, compatible firms are hooking up at an alarming rate. First, B2B data compiler DiscoverOrg announced it is buying fellow compiler ZoomInfo. The B2B data space is getting crowded as firms like Radius, DemandBase and LeadSpace compete with traditional providers. You may also recall that Dun & Bradstreet was sold to private investors last August.
Advanced tech does have its uses, of course. Asking people about their interests lets marketers avoid wasted spend on future ads – potentially reducing campaign costs by half, according to tests conducted by digital video ad platform ViralGains, MAGNA and IPG Media Lab. In the test, consumers who viewed an ad were then asked if they were interested in the ad content, and then later served different ads based on their answer. The researchers estimate it is possible avoid 59% of media costs with such programs.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)