This is a pretty technical item, but it comes down to giving marketers more precise targeting. The sort of thing that makes them happy, unlike FCC regulations that trend in the other direction.

It’s clearly a good day for personalization.

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.