Mobile identities and cross-device matching are among the most confusing topics in our industry. The IAB just published a detailed paper that explains the mechanics and related best practices for treating customer information properly. If you’re not already an expert, this will let you sound like one.
More than one-third of marketers polled have already begun to integrate martech and adtech, according to a Forrester survey sponsored by LiveIntent, which places advertisements within emails. More than half (57%) expect their own companies to “converge” the technologies within the next two years. The study doesn’t explicitly define what “converging” the technologies would mean or when it became a transitive verb.
Measurement partnerships must be in fashion. Measurement specialist Marketing Measurement Analytics (MMA) has joined Google’s Marketing Mix Model Partners program, which gives access to detailed information about ads on Google video, display, and search campaigns. These fuel estimates of campaign impact on online and offline sales. Meanwhile, Facebook and Integral Ad Science have extended their relationship, providing independent measurement of ad viewability and fraud across Facebook, Instagram, and the Facebook Audience Network.
It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.