Marketers in this Salesforce report also report lots of pandemic-driven changes. But the longer-term trends are more interesting: a doubling in the number of B2C data sources from 2020 to 2022; increase in “dynamic cross-channel coordination” from 31% in 2018 to 68% in 2021; 70% say they have a CDP. Especially intriguing: just 26% say privacy compliance is challenging, down from 32% last year.
Martech stacks changed more in the past year than the three previous years combined, say 77% of marketers in this Sitecore survey. But the silver lining has a cloud: 72% said most of the changes were short-term fixes that will have to be cleaned up in the future. Oh, and most of that martech innovation was aimed at moving technology to the cloud, while customer loyalty, personalization, and integration got reduced attention.
I’m not sure what to make of this item: programmatic video platform Tremor Video says it has breached the walled gardens with a collection of 85 million U.S. consumer profiles that span multiple social platforms. What seems to be going on is they use ICX Media profiles with segments derived from social media activity, such as posts, shares, and comments. Delivery comes through connected TV and other video campaigns. Vague but interesting.
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.