Since we’re delivering bad news today, let’s also note that marketers are still struggling with online basics. The Drum found that just 33% of UK businesses provide a personalized Web site and only 27% deliver any type of dynamic content. Three-quarters identify fewer than 20% of their Web site visitors and 65% struggle with unconnected data sets. Have a great weekend!
Publicis and The Trade Desk have agreed to connect Publicis-owned Epsilon’s CORE ID customer identity platform with The Trade Desk-run Unified ID. The deal will improve ad targeting by giving The Trade Desk clients access to the 250 million cross-device “consumer identities” in 125 million U.S. households that Epsilon collects from publishers and transactions. The Trade Desk will be the exclusive DSP for CORE ID.
Marketers aren’t doing very well when it comes to understanding their customers, either. MMA Global and AppsFlyer found marketers overestimate consumers’ concern about controlling their data and underestimate their annoyance that other people make money from it. More cluelessness: just 16% of marketers think privacy concerns impact consumer behavior, while 44% of consumers say it does.
T-Mobile will acquire out-of-home adtech business Vistar Media for $600 million. Vistar Media is managing advertising campaigns across over one million digital screens. Its capabilities will combine with T-Mobile’s customer insights and data and its extensive in-store retail media network.