Next, we have email data provider TowerData announcing real-time “access to recent browsing and search-based purchase intent data aggregated from 10,000 stores and 7,500 brands across thousands of shopping sites”, which can be used for Web site personalization in addition to email targeting. Having access to all that data is what’s new for Tower. But this is really more about cross-channel integration than email.
Data Privacy Day came and went last week with little notice, but the May 2018 deadline for complying with the European Union’s General Data Protection Regulation (GDPR) is coming closer whether you’re paying attention or not.
Let’s finish with an announcement from AutoHook, which helps drive traffic to auto dealers. They’ve given other systems free API access to their offer and redemption data, in a not-so-subtle attempt to promote its use. They position this as “first official step towards unifying quality data to improve sales attribution metrics and validate marketing initiatives for both dealers and manufacturers”. More measurement.
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.