So if brands shouldn’t take policy positions, how about hiring influencers who probably have strong opinions of their own? Well, there’s certainly the risk of an influencer going off the rails but most followers presumably agree with them. This Nielsen study doesn’t address risk but did find that influencer marketing is better than TV commercials at generating engagement and improving brand metrics. TV is still best at building awareness.
The National Retail Federation’s big trade show kicked off in New York yesterday. This would usually generate a flood of news but so far it’s more of a trickle. Here’s one item from a CDP vendor: Evergage announced an alliance with in-store tech vendor One Step Retail Solutions and retail marketing agency Sophelle. They’ll use Evergage’s data unification and real-time personalization to gather data from One Step systems and to provide those systems with personalized messages.
You know who else isn’t a CDP? Sprinklr. They’ve added a “Social DMP” to the social advertising module of their social media management system. Their language is distinctly CDP-ish: “Quickly unify unstructured CRM lists, offline data, and streaming data across multiple databases and any social channel”. But look closer and you see they’re creating audience segments, not tracking individuals. That’s what distinguishes DMPs from CDPs. Kudos to Sprinklr for getting the name right.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.