The growth of programmatic ad spend will be double that of nonprogrammatic in 2024 according to a forecast by eMarketer Insider Intelligence. Around 90% of ad dollars will transact programmatically despite concerns about transparency and control. Mobile will continue to be the programmatic channel of choice; it has commanded at least a 70% market share since 2018.
Although physical stores and company websites remain the most popular business channels for retailers, social commerce (used by 50%) is now only two points behind mobile web/apps in popularity. As for retail media networks, 51% of retailers added one to their digital service offerings in 2023. Marketplaces are also growing in popularity thanks to their extension of customer reach.
Act-On Software has created a Data Lake that will let users import first- and second-party data and account data enrichment. The Data Lake will integrate with Snowflake and Snowflake Data Marketplace to support data sharing within the Snowflake ecosystem. The company calls it a “private CDP” which is an odd phrase but the data sharing via Snowflake might just let it meet CDP requirements.
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.)