Bored with display ads? Podcasting is arguably the hottest new medium right now, although voice and video advocates might differ. That would be a fun mud-wrestling match but I digress. Voxnest has just launched what it says is the first marketplace for in-audio advertising inventory, making it easier to purchase large, demographically-targeted podcast audiences. No individually-targeted ads here. Yet.
Data management vendor Informatica has purchased AllSight, which specializes in customer data collection, unification, and analysis. The deal lets Informatica move beyond building a “golden record” of customer attributes to creating a complete profile including unstructured data, transactions, and other detailed information. It’s a nice illustration of the difference between Master Data Management and Customer Data Platforms.
The difference between asking and watching is also on the minds of the digital marketing trade group IAB, which is testifying in Washington in favor of replacing state regulation with a federal privacy law. Their current position is that asking consumers for consent is just way too pesky, or, as they colorfully describe it, creates “rampant over-notification leading to consent fatigue in consumers and creating an indifference to important notices regarding their privacy”. IAB would rather rely on Congress to decide what’s permitted because, well, everybody trusts Congress.
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.