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Marketers Should Concentrate: Nielsen Report

A Nielsen study that finds marketers spend too little on advertising might seem too self-serving to mention.   But while the headline on this report is that 50% of campaigns spend too little to get optimal results, the unstated implication – that marketers should run fewer programs– is worth some thought.  Bigger eggs, fewer baskets.

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Verve Group Buys Dataseat for Privacy-Safe Mobile Ad Buying

July 8, 2022

Verve Group, which has assembled a herd of mostly-mobile ad buying and selling tools, has added self-service mobile ad buying platform Dataseat to its flock.  Like other Verve properties, Dataseat specializes in placing ads without relying on customer or device identifiers that are rapidly vanishing due to privacy improvements.  Dataseat’s approach uses contextual signals to optimize campaigns.

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Just 17% of Martech System Replacements Are Home-Built: MarTech Report

July 7, 2022

The build-vs-buy debate never ends, and sometimes build really makes sense.  But buy is clearly the way to bet: just 17% of martech replacement projects chose a homegrown solution this year, according to this MarTech survey.  That’s down from 31% the year before.  CDPs were among the least common replacements, maybe because they’re awesome and maybe because most CDP implementations are fairly new.  Download for more fun facts.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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