Sixty-eight percent of marketers attribute increased brand awareness to “performance TV” (OTT content delivered over a CTV channel). In addition, 65% of advertisers report an increase in sales when performance TV is featured alongside social and search and more than half of marketers surveyed rely on performance TV to generate pipeline. This is based on a survey of more than 600 marketing professionals.
Enterprise data cloud platform Snowflake estimates that processing of unstructured data has grown by 123% YoY, based on data from 9,000 Snowflake Accounts. With as much as 90% of enterprise data being unstructured this is regarded as an important development. In particular, the processed unstructured data can be made accessible to proprietary advanced AI models.
OneTrust is offering its Universal Consent and Preference Management capabilities within Adobe Real-Time CDP, part of the Adobe Experience Cloud. OneTrust will help customers control how their data is used by brands. It will also support personalized experiences that are automatically rendered compliant with privacy regulations.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.