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Netflix Likely to Launch Ad-Supported Option

You’ve almost surely heard the reports that Netflix is seriously considering an ad-supported version of its service, so I can’t really claim it’s news.  But I will point out that for all the hand-wringing among people who dislike ads, there’s plenty of research that most consumers will gladly watch them in return for free or lower-price services.   So it’s probably a good idea.

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Marketers Get Data Too Late for Good Decisions: Salesforce Report

April 21, 2022

Marketers tend to focus on the impact of privacy changes on targeting, but measurement is harder too.  In fact, 90% of respondents to this global survey from Salesforce said privacy has fundamentally changed how they measure results.  Just one-third get insights quickly enough to make decisions, and only 29% evaluate cross-channel performance with a cross-channel solution.  Oh, and 50% increased investment in CDPs as a result of privacy changes – second only to 52% who increased investment in analytics and measurement.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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