Maybe marketers should just go back to buying broadcast TV. Industry trade group TVB thinks that would be fine. They just issued a report that finds traditional TV still has more influence on buying than any other medium.
TV advertising “has lacked the ability to deliver people-based addressability and measurement across channels” says the gazillionth press release promising the “first” solution to this problem. Still, you might want to know that identity platform LiveRamp has purchased DataPlusMath, which somehow uses a Web site pixel to capture TV viewing. Now you do.
Meanwhile, IntentData.io has launched a company that sells intent data. They use public data to deliver intent linked to identified individuals, without violating privacy rules. If their Web site explains how they do this, I missed it.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.