No one likes to spend money on “made for advertising” (MFA) sites that have few actual visitors, although the outrage seems stronger among publishers than advertisers, who see the waste as a cost of doing business. Still, for the advertisers who do care, NewsGuard has just launched a service to let advertisers build lists that exclude MFA sites from their campaigns or build lists of non-MFA sites to include.
Two-thirds of publishers (65%) don’t think first party data or alternative IDs will solve the problems of cookie deprecation, according to this Emodo report. But just 40% rate it as a top priority and only 19% are prioritizing it when evaluating ad sales partners. Top publisher priorities are the economy (57%) and attention metrics (52%), with less attention to supply path optimization (30%), tech costs (30%), sustainability (27%), and the growth of connected TV (26%).
Growth in the CDP industry slowed to a crawl in the first half of 2023, according to the CDP Institute’s latest Industry Update report. Net employment, funding, new vendors and growth among previously listed vendors all fell to record or near-record lows. Still, some firms are doing fine: 20% of the firms listed had an estimated employment increase of at least 10%.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.