Komprise takes a sunnier view of cloud migration, reporting that on-premises-only environments fell from 20% to 12% since last year, although 50% still use a mix of cloud and non-cloud.  Two-thirds of the companies spend more than 30% of their IT budget on data storage and protection, so it’s not surprising that cutting costs is the main reason for cloud migration.  Better news is that self-service data access and greater agility are the next-most-common reasons.  This matters to marketers because user data is the most common type of unstructured data.

One of the bigger problems with streaming TV advertising is knowing which ads are actually seen.  So you might think that letting YouTube TV viewers watch up to four live streams at once would raise some concerns about reduced ad impact.  But rumor has it that multi-streaming is in the works at Google, with a particular eye on sports fans who like to watch multiple games at the same time.

Let’s catch up today on news that went unmentioned while we obsessed about TikTok, Google, Microsoft, and the rest. First, some CX acquisitions: Stockholm-based experience analytics vendor Netigate bought Netherlands-based digital feedback collector Mopinion while Colorado-based survey platform Alchemer bought San Diego-based review and comment collector Chatmeter. We also have “AI-native operating system for advertising” Veylan buying media sales platform Advisr and, far from least, investment firm Thoma Bravo spending $1.4 billion to buy SaaS pricing and sales solution PROS Holdings, Inc.