Nearly All CDPs Meet or Exceed Expectations: Merkle Study

I’d rather share news about products and industry events than yet another survey, Dear Reader, but the tons of CDP information in this Merkle study make it irresistible.  One key finding: 61% of tech people say they have a CDP compared with just 37% of marketers, suggesting different definitions.  Then again, 59% said their CDP is being used primarily for data consolidation, which is a pretty firm consensus.  An impressive 97% say their CDP is meeting expectations (52%) or exceeding them (45%).  Lots more here.

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Innovid Launches ID for Connected TV Measurement

September 20, 2021

Back to our usual programming: as privacy changes make online ads less targetable, the measurability of Connected TV (CTV) becomes more appealing to mass advertisers.  CTV ad platform Innovid is narrowing the gap with Innovid Key, which collects ad viewer data from over 25 device types in 95 million homes, ties it to Innovid’s own ID graph, and lets advertisers link to external keys from publishers, clean rooms, and other ID partners.  It’s one of many approaches to tracking on CTV devices.

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Adobe Integrates Yahoo’s Cookieless ConnectID

September 17, 2021

Switching back to product news, Adobe Experience Platform has integrated Yahoo’s ConnectID cookiless identifier, which is based on hashed IDs from opted-in Yahoo customers.  The deal will make it easier for Adobe clients to build custom audience segments and target them through Yahoo’s platforms.  (As one of our readers pointed out recently, marketers need to look closely at the coverage provided by these sorts of deals.)

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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