OTT (Over-The-Top) TV, which refers to video delivered outside of cable or satellite networks, targets ads with first-party data owned by the service provider. This Pathmatics report finds it accounted for 13% of total digital ad spending in recent months and reaches 72% of U.S. households. Fun fact: the average consumer watches video on three devices (not necessarily all at once).
First-party data is also the punchline of this Advertiser Perceptions study on cross-screen video advertising, for Pubmatic. Most (54%) of the publishers they surveyed said that advertisers care more about targeting audiences across screens than targeting on specific screens. First-party data is what lets that happen. Related: just 28% of programmatic ads are bought on the open market; others go through private marketplaces or negotiated deals, where more data is available.
Industry-specific CDPs are one of the trends we’re tracking. Informatica just added another to the list with its Intelligent Data Management Cloud for Retail. It includes unified customer profiles to enable personalized digital shopping experiences, support for privacy compliance including customer data access requests , and help with operational chores including supplier and inventory management.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.