Like most people, you’re probably wondering whether the growth of B2B online buying has reduced the importance of Requests for Proposals. This Loopio study offers mixed evidence: it found more companies plan to issue RFPs in 2022, even though the share of revenue generated by RFPs has fallen from 41% in 2019 to 33% in 2021. The reason might be that online portals make it easier to send RFPs.
Connected TVs, or CTV to the cool kids, is another hot ad channel. Data marketplace Datonics has mapped 110 million households to IP addresses, and linked the households to search, intent, life-stage, behavior, demographics, purchases and other information. It’s now providing that data to programmatic adtech vendor Simpli.fi, which will use it to build standard and custom ad segments.
CDP users are highly gruntled, according to Tealium’s just-released “2022 State of the CDP Report”: 70% of respondents reported positive Return on Investment within six months and 96% within one year. More surprising: regulatory compliance was the top reason to buy a CDP, ahead of real time data collection, supporting other tech investments, and individual-level targeting. Download for more.
Scope3 is expanding into brand safety and fraud detection turf of Integral Ad Science and DoubleVerify. Amazon DSP is the first company to integrate Scope3’s Agentic Media Platform, which eliminates made-for-advertising, fraud, non-brand-safe, and climate-risk inventory by default. A separate Brand Standards product, built on top of the Agentic Media Platform, lets companies connect with expert AI agents to apply additional content standards.