LinkedIn has announced that it has connected TV ads in testing, designed to use first-party data to reach audiences selected from its community of one billion professionals. NBCU will be LinkedIn’s initial partner. Targeting is currently limited to the United States and Canada and CTV campaigns must be built in Campaign Manager.
GrowthLoop calls itself a “composable CDP” because it can extract audiences from Google BigQuery databases. A complete CDP has many other capabilities but that’s a topic for another day. GrowthLoop’s news is they now use Google’s Gemini generative AI tools to recommend target audiences.
Global mobile consumer spend with soar by 267% to $2.2 trillion by 2030 according to app analytics platform data.ai. The report also forecasts 2.9 trillion global downloads and almost 16 billion hours spent per day. Despite these mammoth figures, the CAGR in each case will be lower between now and 2030 than it was between 2017 and 2023, perhaps reflecting the diminishing numbers of non-mobile users out there.
The second half of 2024 saw the CDP industry continue its shift towards embedding CDPs in customer-facing systems, according to the CDP Institute’s latest Industry Update report. Nearly all firms new to the report had added a CDP to an existing product, and major acquisitions including ActionIQ, Lytics, and mParticle were all made by customer management vendors. The new report adds coverage of composable CDP vendors, which is still a much smaller sector than conventional CDP systems.