CDP Institute

I wish I had one more data story but we’ll have to settle for learning that out of home ad marketplace AdQuick has partnered with Catalina to target and measure OOH ads based on Catalina’s individual-level purchase data.  It’s a major step beyond the usual OOH measurements based on broad demographics and foot traffic.  While targeting will be based on historic information, the purchase information will be updated in real time.

B2B has been a growing market for CDP vendors, apparently for longer than we realized: this MeritB2B study finds that almost 40% of respondents have a CDP in place already and another 12% plan to buy one.  In fact, centralized customer data was vastly more common than predictive analytics, lead scoring, programmatic advertising, or intent data.  Who knew?

Satisfaction among CDP users is high: 90% told MessageGears they would definitely (56%) or likely (34%) buy one again. This didn’t stop MessageGears from continuing to argue that CDPs are confusing failure and touting their alternative of reading customer data directly from source systems – an approach that many others have tried and abandoned.  Also interesting: 25% said they bought their CDP, 12% said they built it, and 60% said they did a mix of both.

Advertisers hoping to avoid placements on misinformation news sites can now rely on exclusion lists prepared by the NewsGuard rating service,  The lists will be available through Comscore’s contextual targeting solution, which applies pre-bid inventory filters to programmatic ad purchases.  NewsGuard creates a trust score for news sites based on criteria such as publication of false content, corrections when errors occur, and source of funding.