More than two-thirds (68%) of IT decision makers believe unauthorized users can access their networks yet 93% would trust their organization to store their personal data, according to this survey from digital security vendor Gemalto. Weird. Consumers have picked up on the vibe: just 52% trust organizations to manage their personal data. Click here for a slick interactive version of the report that can compare results by country.

Industry standards group SMPTE (Society of Motion Picture and Television Engineers) has published standards for using audio watermarks to embed ID codes into advertising and entertainment programming. This sounds obscure but it will help tracking systems to identify when a piece of content is presented to a viewer, easing one of the big challenges in marketing measurement. That’s important.

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.