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Purchase Trackers NielsenIQ and GfK Combine Forces

The data business is infinitely fascinating, amirite?  So you’ll be excited to learn that two firms which track consumer purchases are merging.  NielsenIQ specializes in measuring fast-moving consumer goods, while GfK collects data about consumer durables purchases.  Both are majority-owned by private investment firms, which will retain shares in the combined operation.

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Voyantis Offers Continuously Updated Customer Value Predictions

July 6, 2022

Voyantis, which calls itself a “prediction-based growth platform” has launched with a machine learning product that uses customer value predictions to optimize advertising campaigns and tailor individual customer treatments.  What’s special is the predictions are updated more or less continuously, enabling quicker reaction to behaviors than usual.  The company also announced it has $19 million in seed funding.  

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Most Marketers Say They’re Using the Metaverse and It’s Great: Qualtrics Report

July 5, 2022

Will the metaverse rescue marketers from the loss of third-party cookies and device tracking?  Perhaps you scoff the metaverse doesn’t actually exist.  That didn’t prevent 74% of marketers telling Qualtrics they were already advertising in it and 59% of that group saying it’s their most successful channel.  Pioneering?  Optimistic? Delusional?  Take your pick.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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