Back on the targeting front, Neustar has partnered with out-of-home video network Captivate to identify audiences across Captivate’s network for 23,000 displays in nearly 2,000 office, residential, and golf facilities. The ads can’t be targeted directly at individuals.
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.
BDEX is a consumer data exchange that builds lists based on look-alike modeling against a brand’s target audience. They just launched a new self-service, freemium tool that supports targeting against more than 5,000 audience segments. Although models are based on uploaded customer lists, BDEX doesn’t retain any of that data.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.