Marketing measurement is the topic du jour, Cher Lecteur. We’ll start with marketing analytics giant Kantar, which just bought Copenhagen-based Blackwood Seven. Blackwood provides technology for cookieless ROI measurement and media plan optimization. It’s Kantar’s sixth acquisition since Bain Capital took control in December 2019.
Smart TV makers are mining their customer data for all it’s worth. Vizio just struck an exclusive deal to share data from 20 million homes with Nielsen, which will use it to validate several of its research panels. As you surely know, Nielsen has been under fire recently for the quality of its TV audience data.
tvScientific also measures and optimizes ad results, specializing in Connected TV performance marketing. Their tech automatically optimizes CTV campaigns by matching ad exposure to website visits. They just raised a $20 million Series A.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.