Do consumers really care? A survey by retail media company Valassis says yes: when asked what it took earn their loyalty, 76% listed safeguarding personal information compared with just 73% for personal discounts or special offers. Interacting through preferred communications was far behind at 55%. Other interesting insights here.
Salesforce.com is buying Datorama, a CDP focused on marketing measurement and optimization. The price was reportedly over $800 million. The deal is the first acquisition of a CDP by one of the major marketing cloud vendors. Salesforce cited “expanded data integration and intelligence” as the benefits.
Unacast tracks the locations of mobile devices (and, implicitly, their owners). TVadSync tracks the TV ads that devices (and their owners) are exposed to and sends retargeting campaigns to them. TVadSync has now integrated Unacast data so it can also relate retail store visits to TV ads and retargeting campaigns.
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.