Here’s one of those “I thought they could already do that” items: identity specialist Signal announced the ability to do real-time identity resolution and data onboarding, meaning it can look up external data about a Web site visitor as soon as they appear. Looking up internal data about known visitors isn’t unique but identifying and appending external data about unknown visitors is something else.
Much of the U.S. is baking in a heat wave, so we’ll save energy by making today’s newsletter exceptionally brief. Item 1: outdoor media agency Adquick has launched a cost-per-engagement model for outdoor advertising – something that has traditionally been as unmeasurable as it gets. Advertisers pay for responses to SMS codes shown in the ad.
Barking up the same tree, TV ad buying and measurement vendor VideoAmp has acquired IronGrid Data Services, which provides access to “secure, anonymized, and privacy-complaint” TV viewership data from video program providers and connected TVs. VideoAmp will use this as part of a new data division that aggregates data from set-top boxes and automated content recognition to provide segmentation and viewership data.
The build-vs-buy debate never ends, and sometimes build really makes sense. But buy is clearly the way to bet: just 17% of martech replacement projects chose a homegrown solution this year, according to this MarTech survey. That’s down from 31% the year before. CDPs were among the least common replacements, maybe because they’re awesome and maybe because most CDP implementations are fairly new. Download for more fun facts.