This Merkle study offers a deep dive into retail media networks from both retailer and advertiser perspectives. One surprise is that it’s actually more common for retail media networks to target customers in external media than retailer-owned channels. Another is that understanding shoppers is a more common reason for brands to use retail media than delivering personalized messages or gaining access to sales results.
Data Management Platforms (DMPs) are not dead yet, according to this Lotame survey. As many respondents (37%) plan to buy a DMP this year as a CDP, while fewer (14% vs 18%) expect to retire one. The report also found that 48% of publishers and 37% of marketers are using data clean rooms, while, somewhat oddly, privacy is considered the biggest data clean room challenge. Lots more here.
Twilio has launched a platform that combines its CDP with omnichannel journey orchestration. The new platform, called Engage, bucks the trend towards breaking CDPs into separate components. The company also announced a passwordless approach to user authentication and no-code tool to build self-service customer support flows.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.