Two-thirds of marketers believe that privacy changes will require changes in customer strategy, according to this Tapad poll.  Most are in survival mode, ranking privacy compliance and data quality as more important objectives than personalization, trust, or finding a universal ID.  That doesn’t mean ID resolution is easy: 82% report they’ve had at least one problem with it.

Managers do recognize the problem: 55% of data and analytics pros in this Dremio survey said their company has increased its data investments in the past two years, but just 22% of that group said they had achieved a full return on their investment. Meanwhile, this Harvard Business Review Analytic Service report for Profisee found that 60% of executives believe their company underinvests in data.  They see processes including data governance, master data management, and data auditing, as the most important solutions, not data warehouse or cloud technologies.

It’s tough to get brand safety right, but the industry keeps trying.  IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM).  Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.