Or should we go full retro and predict the rebirth of TV? Quite possible, so long as a it’s a modern, interactive TV that’s as good at spying on you personalizing your experience as your computer or mobile device. Here’s a Wall Street Journal article on three companies leading the way.
Let’s start the year with a couple of items from the end of December. First is the birth announcement of a bouncing baby CDP from conDati, which hatched with a $2.5 million nest egg. They’re now in beta and plan a full launch by June.
Still, programmatic is far from dead. This ANA study reports it accounts for 78% of digital display spending and the share continues to increase. But the ANA confirmed that marketers have brand safety concerns and found that 35% of marketers taking over more programmatic work from their agencies. Already, 47% own their tech provider contracts and 32% do their own audience planning on a DMP. There’s considerably more in this study: it’s worth a download if you’re interested in the topic.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.