Fragmented data is a real and lingering problem for marketers. The question is whether a customer data platform (CDP) is the solution marketers seek and, if so, whether every marketer actually needs one. The TL;DR on CDPs is that they unify, or at least aim to unify, a marketer’s first-party data, including online and offline […]
If a customer data platform (CDP) is a “fad,” then it’s a lasting one – because Salesforce is launching one. The details are a little sketchy right now. Salesforce isn’t officially announcing its CDP until June at its Connections conference in Chicago, there isn’t a tangible product yet and Salesforce demurred to say exactly when […]
Oracle Marketing Cloud is taking on a very customer data platform-like complexion these days. On Tuesday, OMC unveiled a slew of feature updates designed to grease the wheels between its marketing products and “bring data and intelligence together with orchestration in real time,” said Shashi Seth, SVP of Oracle Marketing Cloud. Responsys, Oracle’s email marketing […]
Data transparency is all the rage in digital advertising, but data companies themselves still exist in a world of black boxes and inscrutable spreadsheets. Highland Math was founded last year to help address the issue, by creating a consortium of data providers that pool their own returns to create a market research data set. The […]
Nielsen and Comscore take a lot of heat for moving too slowly and failing to provide the sort of cross-channel measurement buyers and sellers say they crave. But cut ’em some slack, said Beth Rockwood, SVP of portfolio research at Turner. “Both Nielsen and Comscore have made good advances in the last year and they’re […]
The ad tech industry might soon be facing a more punitive FTC. While the consumer privacy and protections agency traditionally came down on blatantly fraudulent advertising, like rebilling scams, or improperly targeting children, the influx of data-driven technology has required the FTC to reevaluate its agenda. With consumer privacy protections becoming a more pressing issue, […]
“We’re privacy-centric,” said every marketer ever. But what was once a reflexive statement must now be backed by substance. Despite excitement about harnessing data to send the right message to the right person at the right etc., marketers must now wrestle with whether they should simply because they can. One of the major themes at […]
Verizon still intends to allow the entity formerly known as Oath, now called Verizon Media, to access subscriber data for advertising purposes. It was reported on Wednesday that the telco’s new CEO, Hans Vestberg, was planning to completely pull the plug on feeding data from subscribers into its media unit. Verizon Media told AdExchanger that […]
The more things change, the more they stay the same. The old adage applies to the new media landscape, where sweeping technology changes have scattered US audiences across new devices but has also greatly increased the amount of content consumed per year. The average American adult watches 5 hours and 24 minutes per day of […]
The United States and United Kingdom are dominating in programmatic innovation, but Germany could be the next big player in the space, according to a study released Thursday from the World Federation of Advertisers (WFA). The WFA analyzed 13 countries with significant ad markets. The group looked at programmatic spend per capita, amount of private […]
