Media spend will rise by 6% next year, according to this IAB survey. Growth will be entirely concentrated in digital budgets, which will rise 14% to reach 71% of total spend while traditional media falls by 5%. Privacy regulations top the list of buyer concerns, cited by 41%, and are closely followed by the need for more first party data (37%).
Here’s another CDP penetration statistic to add to your collection: omnichannel campaign engine Tinyclues asked 100 mostly Europe-based marketers about the state of CRM, and threw in a question about technologies used. Twenty-eight percent said they had a CDP compared with 46% having a DMP. CDPs were just slightly more common among best-in-class organizations than others.
PostHog – whose stylized hedgehog logo is so darn cute – has raised a $12 million Series A for its open source product analytics system. The no-code system captures events and behaviors in mobile and Web apps, loads them into a data store, and gives users tools to analyze them. Product and content analytics are trends to watch if you’ve already binged all the good Netflix series.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)