Good morning, we’re going to switch gears a bit today,
Yesterday, we talked about how Community Health Network’s small team of digital marketers is winning the personalization game — combining the nonprofit healthcare company’s CRM data and paid social campaigns with its personalization platform. But today, we’re looking at personalization — and ID resolutions — from another angle.
Last year, Gartner predicted 80% of marketers would abandon personalization by 2025. Many may balk at the idea that a large majority of brands will refrain from using personalization platforms, but there are some who say this is the trend we need to be paying attention to.
“Most marketers believe that ID resolution is an absolute prerequisite to driving business and show value, which is not accurate,” said Mark Stouse, CEO of Proof Analytics. According to Stouse, the growing privacy regulations and increased ad block usage point to a concerning industry issue — that marketers are playing it fast and loose with consumer trust by implementing personalization and ID resolution tactics that will damage the brand in the long term.
“If you as a prospect feel harassed on every channel you frequent, are you more or less likely to buy? What’s the brand loyalty? What’s the lifetime value of that customer?” asked Stouse.
Not to be left out of the data-ad-targeting conversation, Uber has partnered with the OOH digital ad company Adomni to display location-targeted ads atop Uber driver vehicles. The ads will be tested through April in three cities — Atlanta, Dallas and Phoenix — with plans to expand the program to more locations.
We have more for you below, including a Pro Tip on securing your martech stack and a podcast ad marketplace launch from Acast.
Amy Gesenhues,
Senior Editor
