CDP Institute

Tapad is another company that specializes in identifying which devices belong to the same person. They’ve partnered with AcuityAds to help build cross-channel ad audiences that include connected TVs. You can run from those shoes you considered buying, but you can’t hide.

Surely it’s no longer cool to sell companies location history that they can tie to individual records? Au contraire. Location data vendor Factual recently announced a product that does exactly that, matching on devices. The company promises that all data is acquired with proper consent or was acquired before current consent rules such as CCPA took effect.

Add this to your pile of CDP trivia: a Forrester report for Bluecore finds the most expected CDP features are identity resolution (35%), predictive segmentation (34%) and personalized recommendations (34%). If that seems odd, bear in mind that data integration and unified customer profiles weren’t listed as choices. Identity resolution was also the highest answer for CRM, at 40%, and marketing clouds, at 30%, even though it’s something both types of systems are notoriously bad at. Go figure.

Few people expect email systems to do identity resolution, thank goodness. But Front is adding many other functions to your inbox, mostly to combine email, texts, direct messages, and other inputs in one location and to support collaboration with (or against) co-workers. They just raised a $59 million Series C, bringing their total to $138 million.

Pivoting to consumer email, here’s a report from Pure360 and the Data & Marketing Association. It holds few surprises: people want fewer emails, they sign up mostly for discounts and offers, and most think the majority of their emails lack value. That said, they still prefer email over other channels for most purposes.

Mobile marketing attribution and ad fraud prevention AppsFlyer has raised a $210 million Series D, bringing total funding to $294 million. The system integrates with several thousand other products, opening the door to more than just analytics. In fact, they already provide audience segmentation, treading gently onto CDP turf.

What information do mobile advertisers really need? This Forrester study for Yieldmo argues that customer attention is a critical information, even though 84% of marketers can’t measure it today. Guess what Yieldmo does.

Fraud and brand safety are also major concerns in the advertising world. The Global Alliance for Responsible Media, a coalition of giant advertisers and media companies, has announced its plan to address the problem by identifying and avoiding harmful online content. Coalition members control nearly $100 billion in media spend, a significant chunk of the $600 billion or so total. https://www.cnbc.com/2019/10/24/global-ad-spend-has-slowed-but-2020-looks-set-to-be-a-bumper-year.html

We all know that 2/2 is National Repeat Yourself Day, but let’s celebrate early by reporting things we’ve reported before. We’ll start with this Nielsen study that finds just 28% of marketers make data quality their top priority, ranking it behind audience targeting, ad creative, and reach. In fact, Nielsen says marketers are creatures of habit who do many irrational things. We are shocked.

One of our favorite points to repeat is that consumers care less about personalization than value. This Zendesk report makes it yet again, finding that vastly more consumers say price (62%) and service (57%) make them feel loyal to a brand, than personalization and promotions (27%). In fact, 23% said they don’t want any personalization at all.

We never tire of reminding you that tech vendors threaten everyone’s privacy. Our latest offering is this VentureBeat story about efforts to regulate facial recognition. Dare we spy a glimmer of hope?

If your definition of joy is running omni-channel retail on an iPhone, then NewStore is your new best friend. They promise their one system does everything, which may appeal to people who doubt that integrating lots of systems can really be simple. Newstore just raised $20 million in new funding from backers including Salesforce Ventures, bringing their total to $130 million.