Do you have a friend who needs help understanding the finer points of advertising identity solutions? This IAB Tech Lab paper provides a relatively concise (34 pages) but comprehensive explanation of the topic. It includes a glossary, definitions, use cases, explanations of mechanics, and suggested evaluation methods. Very handy!
If you think that most consumers will pay directly for quality news, get ready to be disappointed. A 20-country survey by the Reuters Institute and Oxford University found that 19% of internet users paid for any online news content in 2023, a figure that had been growing from 10% in 2014 but has leveled off since 2021. The figure was 21% in the U.S.
Syntasa offers tools to collect, unify, and activate customer data. Their latest announcement is something called “Data Ready for CDPs”, which seems to repackage existing features rather than offering any major new capabilities. Still, it’s worth knowing about if you’re looking for a tool to build and share unified customer profiles – a core CDP feature that some do better than others, and many “composable CDP” solutions lack entirely.
PayPal, sitting on data from millions of users, has entered the ad business with a new division headed by Mark Grether who formerly led advertising at Uber. Earlier this year, it launched Advanced Offers, using AI and company data to help merchants target PayPal users with personalized offers. Unlike Advanced Offers, the new ad product will be available to brands that don’t sell products or services through PayPal.