Do you sometimes hope it’s just a bad dream and we’ll wake up to find that consumers will gladly share their data? Sorry, but AppsFlyer and MMA Global report that 73% of smartphone users are somewhat or very unlikely to allow tracking and 60% would never or just sometimes consent even if they had to pay for services instead.
But, hey, we can’t spend all our time worrying about privacy. So let’s worry that 44% of marketers aren’t effectively targeting their marketing to improve lifetime customer value. In fact, just 17% even do a good job of tracking it, according to Deloitte Digital and CMO Council. Good news for CDP fans: marketers top priority for the next 12 months is building a unified customer view.
Bees to honey or sharks to blood? Either way, adtech vendors keep swarming to replace lost customer identifiers. In today’s news: ad platform LoopMe reports its predictive models for inflight campaign optimization work 96% as well when identifiers are removed, apparently because they look at real-time behaviors rather than history. MetricWorks has combined econometrics and automated experiments to measure the incremental impact of mobile marketing campaigns. Amobee and InfoSum are partnering to enhance Amobee’s audience targeting with InfoSum’s privacy-safe audience data.
The Media Rating Council has concluded the accreditation process for Nielsen’s Big Data + Panel National TV measurement. The measurement pairs what Nielsen calls a “high quality, representative panel” with data pulled from devices in some 45 million homes. The measurement was widely adopted by broadcasters and agencies for the 2024 upfront season.