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.
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.