There’s a geeky sort of comfort in applying the familiar build vs buy debate to CDPs. But the boring truth is every company will do a mix of both. Twilio Segment has further blurred, or maybe clarified, the issue with a new Developer Toolkit that helps technical staff tailor their Segment CDP to their own business needs.
Advertisers hoping to avoid placements on misinformation news sites can now rely on exclusion lists prepared by the NewsGuard rating service, The lists will be available through Comscore’s contextual targeting solution, which applies pre-bid inventory filters to programmatic ad purchases. NewsGuard creates a trust score for news sites based on criteria such as publication of false content, corrections when errors occur, and source of funding.
CDPs are fun, but they’re just a tiny corner of the martech industry. Adobe has provided today’s reality check by paying $1.275 billion for Frame.io, whose very narrow function is to provide review and approval functionality for video creators. That’s not to say Frame is insignificant: they have about 275 employees and claim more than one million users.
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.