More CDP news: mParticle has enhanced its audience management features. Lifetime Audiences lets marketers use data older than 90 days to build audience lists. User Attribute Forwarding lets exported audiences include attributes beyond customer identifiers. mParticle can also create real-time audiences with its AudienceSync feature.
Remember when being “mobile first” seemed so important? That is so 2018. Connected TV (CTV) devices are now where it’s at, according to ad asset management vendor Extreme Reach. Their latest report shows that CTV served more video ad impressions (44%) than mobile devices (30%) in the final quarter of 2018. The mobile share actually peaked in Q4 2017 at 39%, when the CTV share was just 16%.
Finally, connected device data vendor Kochava has expanded its ability to connect on mobile Web and in-app ad consumption on the same device, using deterministic rather than probabilistic methods. It’s not clear exactly what’s new but they seem very excited.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.