Why should Fortune 500 marketers get all the attention? Email tech vendor Validity just launched a platform that helps small businesses run better email programs at a lower price. Bundled features include sender reputation monitoring, list validation, and inbox placement reports.
CDPs adoption is significantly above average among high-performing B2C marketing organizations, according to this Loyalty Research Center survey of Fortune 500 marketing leaders. That’s due to a greater focus on first-party data as companies adapt to a cookieless future. Other tidbits: the average company uses seven martech systems, 75% are adding AI use cases, and 66% are sunsetting their DMP.
Smart TV makers are mining their customer data for all it’s worth. Vizio just struck an exclusive deal to share data from 20 million homes with Nielsen, which will use it to validate several of its research panels. As you surely know, Nielsen has been under fire recently for the quality of its TV audience data.
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.