It’s Friday, so let’s just sneak in some bad news while you’re not paying much attention. We’ll start with a study from location intelligence company Location Sciences, which found that up to 65% of location-based ad spend is mistargeted. More precisely, 29% of the ads are delivered outside the target area while 36% rely on IP address, which is not accurate. Oh, and 36% of top GPS-enabled apps display location fraud.
We were looking forward to Salesforce releasing a proper Customer Data Platform so they could start to educate rather than confuse the industry.
All that investment must mean that somebody is buying martech, right? Sure enough, Merkle found that more marketers (32%) would invest extra budget in data, analytics and tech than in media, content, or staff. Not coincidentally, about one-third report major improvements in conversion rates after implementing personalization.
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.