Battered and bruised they may be, but Nielsen is still arguably the marketing measurement champ. They’ve just signed a deal to collect linear and connected TV Automatic Content Recognition (ACR) viewing data from LG Ad Solutions. LG clients will receive streaming measurement reports from Nielsen ONE Ads, the long-promised cross-media measurement solution that Nielsen began rolling globally out last week.
Measurement is a topic of endless fascination because the old methods are fading and it’s not clear what will replace them. DoubleVerify is an aggressive contender, building on its core business of checking whether web ads are actually seen (now trendily known as attention measurement). Their latest project connects ad views with real-time purchase data from six-million-member panel tracked by Attain.
Nearly two-thirds (61%) of marketing software buyers have regretted a software purchase in the past twelve to eighteen months, according to this Capterra survey. Clear goals and stakeholder alignment are seen as the best way to avoid problems. Regret or not, marketing software is the second highest priority investment across all categories (28%), second only to IT security (32%).
Retail and hospitality customer engagement platform Givex has added the ability to create comprehensive customer profiles that include interaction data from other systems. The new product, GivexEngageAI, also develops customer segments, executes marketing campaigns, and recommends next best actions. The company refers to it as a CDP and it does appear to tick all of our boxes.