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November 19, 2018

Three CDPs Reach Deloitte Technology Fast 500

Three CDPs Reach Deloitte Technology Fast 500


Three Customer Data Platform vendors were ranked in the Deloitte’s 2018 Technology Fast 500, which reports growth from 2014 to 2017: Segment (number 125 with 912% growth); Tealium (number 293 with 279% growth, and Reltio (number 294 with 278% growth). Only Tealium repeated from the previous year, which also included Datorama and Signal.

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Most Consumers Would Trade Their Email Address for $5 Gift Card: Emailmonday Survey


How much value to consumers really place on their data? Well, 65% said they’d give their email address to a “reputable brand” in exchange for a $5 gift card, according to a survey of mostly North American consumers from UK-based Zettasphere and Netherlands-based emailmonday. Oddly enough, just 49% said they’d trade their email for dinner out, suggesting they eat in much cheaper places than I do. The most popular choice was free shipping at 67%; least popular was donation to charity at 24%. Download for other interesting results (they don't ask for your email).

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People-Based Identity Finds Twice as Many Matches as Cookie- and Device-Based Measurements: Thunder Study

Thunder Experience Cloud

Ad optimization vendor Thunder Experience Cloud conducted a much more elaborate research project, analyzing billions of ad impressions to compare cookie- and device-based identification with people-based identification from LiveRamp. They found that cookie- and device-based methods report twice as many unique individuals as people-based methods. In other words, people-based measurement shows that the ads reached half as many different people and each person received twice as many impressions as cookie- and device-based measurement reported. The gap grew larger as campaigns got bigger.

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