Privacy vendor TrustArc is sticking closer to its knitting, adding features to automate identification of privacy risks and possible solutions. The system maintains a continuously updated view of internal and third party data processes, checks against privacy rules for 130 countries, and alerts managers to high risk situations. As privacy rules become more complicated, companies will need solutions like this to keep pace.
CDP Segment has launched a no-code tool to simplify collection of data from client Web sites. If that sounds familiar, it’s because you read last week about a no-code integration tool from Tealium and new connectors from Arm Treasure Data. Irony alert: it takes a technician to properly compare these tools built for non-technical users.
If you want a broader view of where TV ads are headed, this study from Viant shows that linear (traditional) TV is losing ground but new options including programmatic linear TV and connected (Internet-delivered) TV are growing. They see household-level TV targeting as the way of the future.
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.