Finally, we have Shopify helping its clients adjust by integrating Yahoo’s cookie-free Connect ID for ad targeting. The deal will let Shopify merchants target (and retarget) ads at individuals across the 3,000-plus publisher domains that support Yahoo’s Connect ID.
Next, CDP ActionIQ launched an “Advertiser CDP Solution” that combines a data collection tag, integration with third-party identifiers, prebuilt audience lookalike models for ad targeting, and integrations with ad buying platforms. If you think they’re trying to elbow DMP vendors out of the picture, you’re probably right.
More than half (59%) of the respondents to this Treasure Data martech survey are in IT, which probably explains why they rated security as the most important evaluation consideration (58%), far ahead of cost (38%), scalability (38%), or integration (37%). The group ranked CDP as the top marketing stack technology (68%), although the list of choices didn’t include stalwarts such as email, marketing automation, or CRM. Download for more.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.