People-based ad targeting company Viant has publicly launched its data lake, which applies Viant’s personal identity information to ad server logs to give analysts with a more complete view of ad results. As this Ad Exchanger article explains with unusual clarity, the data lake is not a Customer Data Platform because it’s basically a jumble of random data that data scientists can dive into as they please.
Retail analytics provider Euclid offers yet another survey showing that Millennials shop differently from their elders. You knew that, but did you know Millennials care much less about checkout time, return policy and product availability? That’s probably because, as the survey also shows, they’re more likely to order online and use the store as a pickup point. More here about attitudes towards store staff, marketing messages, social media, and so on.
On the other hand, an Accenture survey found that 73% of consumers have never received a brand message they felt was too personalized and 91% are more likely to shop with brands that recognize, remember and give them relevant recommendations. The biggest complaint is targeting based on data they didn’t knowingly provide, although the Most Creepy Award goes to offers received when walking near a physical store.
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.