“Transparency” is the most overused buzzword in advertising, says to this Mediaocean survey, followed closely by “cookieless/privacy-safe”. “Customer Data Platform” doesn’t even make the list, which feels like a failure on our part. More substantively, the study finds that marketers are more worried about the impact of cookie loss on their measurement capabilities than on marketing results. Interesting.
Cloud databases are growing, but the majority of data remains in private data centers, according to this Denodo survey of data professionals. Security, compliance, and governance is the top barrier to cloud adoption (72%). Just 17% say they’re currently using cloud systems for data integration, analytics, and management, although another 29% are considering it.
The CDP industry is spending a lot of time debating whether IT teams should build their own systems or buy commercial software. Capital One Financial Corp has taken ‘build’ to an extreme by letting other companies buy systems it originally built for itself. The first product offered by Capital One Software is a data management tool for Snowflake. It’s probably not a trend but if it is, you heard it here first.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.