Speaking of targeting: data compiler Neustar is making its audience information available to target Internet-delivered (“Over the Top” or OTT) television advertising in the Tru Optik OTT Marketing Cloud. OTT was once a niche market but it’s now available in more than 70% of U.S. households.
Seven new sponsors have joined the Customer Data Platform Institute and individual membership has quadrupled since January, the Institute announced today. The growth reflects rising interest in CDPs as marketers and analysts recognize these systems can solve the challenge of providing unified customer data needed to deliver personalized customer experiences.
Using weather data to trigger localized marketing seems pretty standard these days, but it’s still amazing if you think about it. PowerChord has just announced campaigns that use weather forecasts to trigger paid search and display ads. PowerChord offers a range of online advertising and marketing programs that help brands drive sales through local channels such as dealers.
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.