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Two-Thirds of Media Brands and Publishers Aren’t Leveraging Audience Data for Personalization: Omeda

May 20, 2025
As many as two-thirds of audience-serving companies are failing to use their audience data for personalization, squandering opportunities to activate and engage, according to a survey of 119 audience professionals by Omeda. Progress is slowed by tech limitations and data fragmentation, even though 85% see audience data as a competitive advantage. While search traffic is slipping, the respondents look to events, newsletters and direct traffic to build audiences.
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Belgian Court Adds New Consent Requirements for TCF

May 20, 2025
The IAB Europe’s Transparency & Consent Framework (TCF) violates several GDPR principles but is not fatally flawed, the Belgian Court of Appeals has ruled. The ruling confirmed that TC Strings, which capture consumer consent to use their data for ad targeting, are personal data and that consumers must consent for IAB Europe to host them. But the IAB indicated that it believes it can make relatively minor changes to bring TCF into conformance. Many publishers rely on TCF as their basis for data-based ad targeting.
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Two Thirds of B2B Teams Don’t Fully Utilize Their CRMs: Insightly

May 19, 2025
Only 34% of teams say they fully embrace and utilize their CRMs according to a survey of almost 400 B2B professionals by Insightly (itself a CRM). Teams that are happy with their CRMs are 4x more likely to report significant revenue growth. There’s a big perception gap too, with 55% of executives believing their organization’s CRM is being used effectively, compared to just 27% of non-executives.
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Amplitude Brings Marketing and Product Data Together

May 16, 2025
Analytics platform Amplitude is also targeting marketing users with new capabilities to connect campaign touchpoints with in-product data such as behavior, engagement and lifetime value. The aim is to give a complete view of the customer journey from lead generation to long-term retention. Amplitude has also struck an agreement to recommend Twilio Segment as the CDP of choice while Twilio will root for Amplitude as digital analytics platform.
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