And yet another acquisition: mobile ad analytics platform Kochava has purchased Thalamus, which has built a database of ad publishers. It positions the deal as a way to target based on content now that privacy rules are making it harder to target specific individuals.
Apple to require privacy detail labeling from app developers Developers have been notified apps will have to list full information on personal data collected; how long it will be kept; and how it will be used. Consumers must also be notified of future changes. Big news!
Burger King will likely identify its customers through a mobile app, not cookies, so we have no excuse for food-related wordplay. The Trade Desk, on the other hand, is hungrily eyeing the cookie-replacement market for its Unified ID 2.0. They just signed Nielsen as a partner, following last week’s news that Criteo and LiveRamp are on board.
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.