It’s easy to think that third party data is going away, but that universe is actually alive and growing. Narrative provides a marketplace for data from more than 70 providers, including identifiers, demographics, behaviors, locations, purchase, and more. They just partnered with data clean room vendor Habu to make it easier for Habu clients to use.
Online safety isn’t the only regulatory threat facing big tech. Germany’s anti-trust regulator Bundeskartellamt just ruled that Apple is subject to special controls due to its dominant market position. And a coalition of UK publishers has just filed a £3.4 billion ($4.2 billion) lawsuit against Google claiming lost ad revenue.
You know that Oracle has advertising technology, but may not have realized that it also offers compiled audience data. They’ve just launched an integration with OpenX, which supports ad sales on CTV, apps, and websites. The deal will make it easier to define audiences using Oracle data and reach them through CTV and other channels.
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.