Winning this week’s Ne Plus Obvious Award (which I just invented), a Princeton University study that found internet-connected TVs track customer data. They found trackers on 69% of Roku channels and 89% of Amazon Fire channels – and that lots of the data could be linked to specific individuals. Maybe that’s not literally obvious, since the notifications are well hidden, but if you’re surprised then you haven’t been paying attention.
Mastercard is buying SessionM, which combines a CDP with a loyalty system. It extends Mastercard’s growing suite of data-driven marketing services for retailers and other brands. The deal joins Treasure Data/Arm, Lattice Engines/Dun & Bradstreet, Mintigo/Anaplan, Radius Intelligence/Kabbage, and Allsight/Informatica as examples of a CDP purchased by a company outside the usual set of martech suppliers.
And you know those sophisticated marketing technologies you’ve been struggling to deploy, including cross-device campaigns, chatbot access to shopping behavior and customer service interactions, and social media ads based on visits to other sites? Accenture Interactive found consumers consider them four of the five creepiest things you can do. The only thing that’s creepier is receiving an ad for something you only talked about near a voice assistant.
Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.