All that growth doesn’t mean marketers are doing a great job managing their money. A study from ID Comms found that just 15% of advertisers say they’re using media technology effectively, even though 75% agree they need a clear adtech strategy. Good news for some of us: specialist tech consultants are the most trusted adtech advisors.
Sometimes what companies do is less interesting than how they choose to present it. For example, Jumpshot tracks consumer behavior with a global panel of 100 million devices. They’ve chosen to describe that as a way to “unlock walled-garden data” so marketers can connect ad exposures to behaviors inside walled garden domains like Amazon and Google. They’re also positioning themselves as a campaign optimization solution, another hot topic. Two trends for the price of one.
But let’s end on a positive note: three firms that I classify as Customer Data Platforms made it onto the Deloitte Technology Fast 500 list issued last week. They were Datorama (ranked 35 with 5,149% growth rate), Signal (rank 193 with 548% growth rate), and Tealium (rank 195 with 538% growth rate). Congratulations to them and happy Thanksgiving to all.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)