Nielsen Adopts Cookieless IDs from Trade Desk; Neustar Offers Marketing Analytics Based on Its Own Unified IDs

More ID news: Nielsen has revealed its own cookieless ID system, based on the increasingly-popular Unified ID 2.0 framework being developed by Trade Desk. Unified ID 2.0 relies on hashed and encrypted email addresses. Also: Neustar is leveraging its cookie-free cross channel ID system, Fabrik, for a marketing analytics solution that combines marketing mix models and multi-touch attribution.

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Connected TV Ads Rose 70% from Q1 to Q3 2020: Pixalate Survey

November 23, 2020

Let’s take a break from worrying about third-party cookies to look at one cookie-free ad alternative: streaming video and connected TVs. Pixalate reports that programmatic ad spend on connected TVs rose 70% from the first quarter of 2020 to the third quarter, and reaches 72% of U.S. households. Pubmatic found that Over-The-Top (OTT) TV ad revenue already accounts for 30% of programmatic video ad revenue for U.S. publishers who offer the option. OTT includes video on mobile devices as well as connected TVs.

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Most Marketers Expect Return of In-Person Events in 2021: Integrate Study

November 19, 2020

Integrate is also looking at marketing events, but with an eye to the future. Their survey found that nearly 60% of respondents won’t attend in-person event unless safety precautions are in place 29% will wait until there’s a vaccine. Still, most folks remain optimistic: 80% expect there will be at least some in-person events in 2021, including hybrid events that mix in-person and virtual experiences.

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

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.

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