IAB Tech Lab is doing its part to improve measurement by extending its Open Measurement SDK to cover Connected TV.  The SDK helps publishes integrate with multiple measurement providers, making it easier for advertisers to apply their measurement tools of choice.  I needn’t remind you that Connected TV is one of the hottest, and most fragmented, new advertising categories.  But I just did.

Integrated marketing agency Alloy also found that marketers are expecting a more hostile environment.  The audience of tech marketers reported shifting their focus from acquiring new customers to increasing revenue from existing customers.  Two surveys with the same result counts as a trend, right?

With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).