Will the metaverse rescue marketers from the loss of third-party cookies and device tracking? Perhaps you scoff the metaverse doesn’t actually exist. That didn’t prevent 74% of marketers telling Qualtrics they were already advertising in it and 59% of that group saying it’s their most successful channel. Pioneering? Optimistic? Delusional? Take your pick.
The data business is infinitely fascinating, amirite? So you’ll be excited to learn that two firms which track consumer purchases are merging. NielsenIQ specializes in measuring fast-moving consumer goods, while GfK collects data about consumer durables purchases. Both are majority-owned by private investment firms, which will retain shares in the combined operation.
Contextual advertising is a more realistic option to replace cookie-based targeting. Sadly, this Nielsen study finds that contextual data alone is among the least valuable signals for delivering return on investment, although it does help in combination with other factors. Their conclusion is based on multi-touch attribution studies, which find that individual-level purchase data and look-alike models work best.
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.