CDP Institute

I could fill this whole issue with news about Out of Home (OOH) advertising, but won’t.  (You’re welcome.)  However, I will report that OOH supply side platform Place Exchange has just left its home at OOH publisher Intersection, packing its bindle with $20 million in venture funding.  I’ll also sneak in that CUENDE is launching its satellite-image-based traffic measurement system in the U.S., and that Comscore has just signed the GSTV (Gas Station TV) fuel pump network for its own place-based audience measurement product.

This PwC Global Entertainment & Media Outlook report lists OOH as one of the fastest growing ad channels, along with tons of other data on advertising segments, projected growth, and trends.  Like other analysts, they’re projecting a strong recovery for advertising after last year’s unprecedented contractions.  Lots here for free although you’d have to pay $3,300 for full access.

I have a special fondness for headless technologies, mostly because they remind me of the famous New York Post headline.  So I’m tickled to share that headless commerce platform Fabric has raised a $100 million Series B, just five months after a $43 million Series A.  This thing has legs.

Despite more hand-wringing than bell-playing octopus quartet, Ad Theorent reports that just 13% of marketers say their company is “very well prepared” for the impact of privacy regulations on their programmatic ad buying.  The most popular solutions are capturing more first-party data (53%) and contextual targeting (49%) – even though only 5% say contextual targeting leads to success.  If you’re keeping score: 11% are running programmatic on a CDP, compared with 18% on a DMP and 69% on a DSP.

Speaking of programmatic, this study from Xaxis and Catalyst finds that more than half of marketers are using programmatic buys for non-traditional channels including audio (59%), Out of Home (57%) and in-game advertising (56%).  Measurement is the biggest obstacle to using new channels while siloed organizations and disconnected technology are tied as the top barriers to integrated advertising and marketing techniques.

RedPoint Global has launched an in-place data quality service, In Situ, which will let clients clean, match, and govern their data without sending it to an outside service.  The trick is to run the system within the client’s virtual private cloud.  A control panel lets business users do most of the work for themselves.