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Neustar Launches Real-Time Marketing Optimizer

I trust that you, Dear Reader, are in that data-driven minority.  So you’ll be happy to learn that Neustar has launched a real-time marketing optimization platform powered by its detailed data on consumers activities.  It’s all here: marketing mix models, multi-touch attribution, data clean room, cookie-free measurement, person-level exposure tracking, journey analytics, and a cure for baldness.  (They didn’t mention baldness but I think it’s implied.)

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CEOs Don’t Trust CMOs: Boathouse Survey

October 11, 2021

Sorry to start your week with bad news, but Boathouse reports that just 34% of big company CEOs have great confidence in their CMO. The CEOs come across as pretty paranoid in that study, but maybe they have a point: Capgemini found just 43% of marketers said they are actually using data to guide their marketing strategies. (Forty-five percent say they have a CDP.) Then again, 46% of C-level executives themselves choose gut instinct over data sometimes (25%) or often (21%), data and analytics leaders told Alation. Lots more detail... Read More >

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New Brand Safety Initiatives from IPG Mediabrands, IAS. Apology from DoubleVerify

April 18, 2024

It’s tough to get brand safety right, but the industry keeps trying.  IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM).  Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.

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