CDP Institute

It’s Friday, so let’s just sneak in some bad news while you’re not paying much attention. We’ll start with a study from location intelligence company Location Sciences, which found that up to 65% of location-based ad spend is mistargeted. More precisely, 29% of the ads are delivered outside the target area while 36% rely on IP address, which is not accurate. Oh, and 36% of top GPS-enabled apps display location fraud.

Anti-fraud vendor Pixalate has seems like an optimist: they found a mere 19% of U.S. programmatic ads are invalid traffic, which usually indicates fraud. The U.S. showed more fraud than Canada or the big European countries, although less than India, Russia, and Brazil. Video showed more fraud than Web ads and in-app ads are worse than both.

Finally, we’re told that a majority of robocall blocker apps have been found to share personal data without user permission. How much you care depends on your attitude towards privacy but it’s surely bad news in terms of general trust levels. Can I go home now?

TapClicks automates data flows for marketers and media companies, simplifying order entry, workflow, and analytics. It’s not a CDP but does address some related needs. They just raised $10 million, bringing total funding to $29 million.

Reputation.com analyzes customer feedback from reviews, surveys, and social media. It’s a demanding mix of structured and unstructured data. They just raised $30 million, reaching $117.3 million total.

All that investment must mean that somebody is buying martech, right? Sure enough, Merkle found that more marketers (32%) would invest extra budget in data, analytics and tech than in media, content, or staff. Not coincidentally, about one-third report major improvements in conversion rates after implementing personalization.

Privacy management vendor OneTrust has receives the first ISO 27701 certification, which covers processes required by GDPR and other privacy regulations. The new standard will likely become a requirement for many buyers.

Marketers often offer a personalized experience as a reason for consumers to share their data. But the Advertising Research Foundation found that consumers are more likely to share when it isn’t mentioned. The difference was slight but it’s still more proof that people just don’t want to be reminded how their data is used. Lots more here.

Retailers may be realizing that personalization isn’t as powerful as conventional wisdom suggests. OneMarket found the most common use for customer identity systems is to verify eligibility for targeted discounts, while personalized product recommendations ranked last. A surprisingly high 29% said they could tie ad impressions to subsequent behavior in physical, Web, and mobile apps. Much more here on the topic.

CDP Simon Data announced a $30 million Series C funding, bringing total funding to $59 million. Simon positions itself as “the first and only CDP with a fully-integrated marketing cloud” although it stops at orchestration, leaving message delivery to external systems.

Adtech vendor Adform has launched a new cross-device graph, which it says removes the need for an external cross-device vendor. In plainer English, it identifies multiple devices per cookie, enabling advertisers to target people across devices and to limit impressions per person. Adform builds its graph with data from its ad buying and serving businesses.

Amobee, another adtech firm, has built its own cross-device graph by mapping devices and cookies to households. These can then be targeted through connected TVs and other devices. It has just added more than 60,000 audience segments based on data from more than sixty providers. Marketers can also build segments using their own data.