Industry-specific CDPs are one of the trends we’re tracking. Informatica just added another to the list with its Intelligent Data Management Cloud for Retail. It includes unified customer profiles to enable personalized digital shopping experiences, support for privacy compliance including customer data access requests , and help with operational chores including supplier and inventory management.
OTT (Over-The-Top) TV, which refers to video delivered outside of cable or satellite networks, targets ads with first-party data owned by the service provider. This Pathmatics report finds it accounted for 13% of total digital ad spending in recent months and reaches 72% of U.S. households. Fun fact: the average consumer watches video on three devices (not necessarily all at once).
Retail media is another favorite topic around here (we’re VERY popular at parties). Instacart just launched Instacart Platform, which includes Carrot Ads, which run on retail websites that use Instacart technology; Carrot Warehouses fulfillment services, and Carrot Insights for analytics. Kudos to Instacart for addressing the long-ignored shortage of vegetable-themed martech.
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.