Two-thirds (67%) of B2B companies find it challenging to collect zero-party customer data, according to a Forrester study commissioned by product discovery vendor Zoovu. The report finds that giving personalized guidance to online buyers is the top ecommerce priority, but 83% have poor quality data, 80% struggle with data management, and 81% have an inadequate ecommerce platform.
Hightouch continues to add features that match traditional CDP capabilities, although it retains its reliance on an external data warehouse as the customer data repository. The latest extension is event streaming, which pushes behavioral event data directly to messaging or analytics tools as soon as it is collected. In addition to its original reverse ETL component, Hightouch now offers a no-code audience builder, real-time personalization, clickstream data collection, and identity resolution.
Relying on social networks as a news source is bad idea whose time has come: YouGov reports that 18% of U.S. consumers cited social networks as their primary news source in 2023, up from 12% in 2019. TV declined from 31% to 25% in the same period. Social is the top news source for those aged 18 to 34. O tempora, o mores!
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.