And what about the cost of not switching? Rigidities of legacy and in-house systems were the most-cited obstacle (59%) to digital agility in this Episerver survey of B2B marketers. A CDP could help but just 17% plan to buy one, far below plans for Web analytics (51%) and email (49%).
A study for the California Attorney General (download here) estimated compliance with the California Consumer Privacy Act (CCPA) could cost as much as $55 billion. It’s a headline-grabbing figure although probably much too high: a key assumption is that almost 75% of California businesses have lists of more than 50,000 consumers. Think about the small businesses you know and how many are likely to have a list that large. Still, it helps to remind businesses that CCDPA is coming in January.
The search for scale is really a quest for independence from Facebook, Google, and Amazon. Connected TV is another escape path offered by many players. One is Wurl, which just launched AdPool, a marketplace for video producers to sell their connected TV inventories. The scale is there: connected TV now accounts for half of all video ad impressions, according to this Extreme Reach study.
A U.S. district court judge has ruled that Google acted to create illegal monopolies in online advertising technology in a way that blocked competition and allowed higher ad prices to be charged. Google will appeal; meantime, the government will decide what to ask the court to do to remedy the monopoly. Google also faces a new U.K. antitrust lawsuit over its dominance of search.