I couldn’t find any other product news worth mentioning, so here’s some “anti-product news” instead: programmatic software vendor Centro found that 51% of marketers and 30% of agencies feel they have too many tools already. Most work with more than a dozen ad tech tools and routinely use several tools that do the same thing. You won’t be surprised that unified measurement and data integration are major pain points.
This notion of consumers selling their own data just won’t go away. This newsletter has covered several vendors and our sister blog Customer Experience Matrix recently took a deeper look. Now here’s a MarTech piece announcing yet another product, from SRAX, and casually mentioning two others, Datum and Data Wallet. As the Customer Experience Matrix piece shows, business models vary considerably and many of these are more about building advertising audiences than paying people for their data. Seller beware.
I wouldn’t usually mention that omnichannel messaging tool Iterable has integrated with direct mail production platform Inkit. But it fits today’s topic and there’s not much else to report. So I just did.
Will the metaverse rescue marketers from the loss of third-party cookies and device tracking? Perhaps you scoff the metaverse doesn’t actually exist. That didn’t prevent 74% of marketers telling Qualtrics they were already advertising in it and 59% of that group saying it’s their most successful channel. Pioneering? Optimistic? Delusional? Take your pick.