News - CDP Institute - Page 144

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As more video advertising is delivered outside of TV screens, marketers find themselves wrestling with increasingly fragmented campaign reporting. Comscore is providing some help by expanding its YouTube campaign ratings to include YouTube Shorts and in-feed inventory. Marketers will also be able to cross-measure standard video inventory on YouTube and YouTube TV across CTV, desktop and mobile devices.

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Customer Data Platform Amperity has unveiled two new AI tools, Explore and Assist, that will join the existing products, Stitch and Predict, to form an AI suite, AmpAI. Aimed at business users, Explore will support engagement with data using natural language; Assist will help both technical and non-technical users develop and customize new data assets on the platform. The capabilities seek to fix data quality and access challenges.

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Google’s much-criticized Privacy Sandbox had some good news yesterday when Microsoft said it would add preliminary support for the Privacy Sandbox APIs across Microsoft Advertising products. Microsoft Edge has also introduced an Ad Selection API allowing advertisers to select and deliver relevant ads to users without relying on third-party cookies.

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While advertisers continue to rely heavily on third-party cookies for programmatic ad buys, they are slowly preparing for the cookieless future. 33Across reports investment in cookie alternatives within its ad exchange grew an average of 9% in Q4 2023 compared with the previous quarter. Retail advertisers invested 26% of their budget in cookie alternatives during the period, more than double the share of one year ago.

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Rejecting shareholder demands that it divest Segment, Twilio announced a plan to continue selling it as a stand-alone product, integrate it more closely with its other offerings, increase growth, and cut costs. New layoffs are almost sure to follow, on top of a 25% company-wide staff reduction in the past two years. The company reports that Segment lost $72 million in 2023, despite 7% revenue growth to $295 million.

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Openprise, which now calls itself a Revenue Data Operations platform but qualifies as a CDP, has raised a $25 million Series B, bringing total funding to $58 million. Revenue Operations, if you haven’t been keeping up with your industry buzzwords, supports marketing, sales, and service organizations. This Openprise survey on the topic found just 9% of RevOps professionals were very satisfied with their data.

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The European Commission has fined Apple €1.84 billion ($2 billion) for anti-competitive actions in the App Store. The Commission found that Apple limited the ability of App Store vendors to inform users of alternative payment options. It’s part of the general EU crackdown on BigTech.

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Audio and video eco-systems media buyer Ad Results Media (ARM) has launched ARM PRO: Audience, a solution designed to reach target audiences across a range of audio channels including podcasts and streaming music. The capabilities include custom targeting, increased reach and improved transparency. It also seeks to streamline campaign management by enabling access to the right audiences through a single buy.

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Facebook plans to deprecate its News Tab in the U.S. and Australia in April this year, following its earlier removal in the U.K., France and Germany. The tab includes news stories curated by a team of journalists as well as news personalized by user interest. Facebook has said it will not enter into new commercial arrangements with news publishers after the current deals expire.

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Almost 83% of consumers are interested in personalized discounts and promotions according to a survey of 2,500 U.S. consumers by commerce and payments platform PYMNTS. That’s the good news; the bad news is that only 44% said the offers were relevant to them. Data-driven personalization is particularly valued by millennials (90%) and Gen Z (85%).

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LiveRamp is the subject of a 61-page report by Vienna’s Cracked Labs research institute, which claims the company operates mass identity surveillance. The report submitted to UK & French, claims LiveRamp, which houses information on 700 million global consumers, facilitates identity trading with third parties via its proprietary RampID, which is used by customers to exchange data with 500+ third parties. Problem is tRampIDs, despite being pseudonymized, track information and learn about individuals over time, which means third parties can cross-match data to identify and advertise to individuals.

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How many friends do you share your tax return with? Just guessing not a lot – but despite that, US company TurboTax thinks you’ll be happy to share them with the world at large if they ask nicely. And they do – despite the fact your tax return is otherwise privacy-protected by law. What’s the benefit? Revenue for them and other tax services that offer the same, at minimum enabling ad-targeting – and beyond that, just imagine the possibilities of full financial disclosure.

CDPI Privacy Newsletter