Do you have a friend who’s a bit fuzzy on how CTV targeting works and how it can be privacy-compliant? The IAB has just the paper for you, a 48-page briefing called Project Crosswalk 2.0 that explains it all in glorious detail. Worth a look if this is a topic you expect to come up at the office or to fill an awkward silence on your next blind date.
You know that Oracle has advertising technology, but may not have realized that it also offers compiled audience data. They’ve just launched an integration with OpenX, which supports ad sales on CTV, apps, and websites. The deal will make it easier to define audiences using Oracle data and reach them through CTV and other channels.
Google has announced its efforts to fight misinformation in India through its products, programs, and partnerships. Its new “About This Result” feature will let users evaluate the information and understand its source. The feature is available globally and in nine Indian languages, Hindi, Tamil, Bengali, Marathi, Gujarati, Telugu, Malayalam, Kannada, and Punjabi.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.