Omeda is another integrated platform, serving B2B publishers with subscriptions, marketing automation, and, yes, a unified customer database. We know they qualify as a CDP because (irony alert) they have integrations to feed data to Lytics and BlueConic. They just added a consent management platform.
If data isn’t captured then is it really data? It’s not quite as perplexing as why we park in a driveway and drive on a parkway, but this Seagate study does raise the question, since their estimate that 68% of data isn’t used includes 44% of data that goes uncaptured. Lots of other, probably more useful information here, including top five obstacles to using data (all relevant to CDPs) and that two-thirds of respondents think their company’s data security is inadequate. Also interesting regional comparisons if that’s helpful.
Finally, we have a promise from video ad platform LoopMe that your ads will never appear near hateful content. Users get a range of rules to block content topics, sites or apps and to use third-party brand safety services. Sadly, those are far from perfect and it’s not clear that LoopMe is doing anything extra. We also don’t know what happens if they fail to meet their “promise” to keep your ad from appearing in the wrong place.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.