LiveRamp is expanding in a different direction by adding an enhanced TV platform. It will use LiveRamp’s individual identifier, RampID, to connect data about advertising audiences and results across linear TV, streaming TV, and digital video. Partners include Innovid, E.W. Scripps Company, Publica, Philo, Plex, Univision and Dish.
ActionIQ is supporting marketing and non-marketing activities in the healthcare industry by adding HIPAA certification. We don’t usually report when a CDP vendor adds a new certification but I have a trend quota to meet.
Let’s read some consumer tea leaves today, Dear Reader. This Attest Technologies survey finds that the seemingly endless growth of subscription programs may in fact have peaked: just 41% of consumers reported having a product subscription in their August 2021 survey, compared with 47% the previous November. At-home delivery was the most popular reason to subscribe, and presumably that will become less important as the pandemic winds down.
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.