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 

 
 
 
Pro Tip
 

Why partnerships matter in securing your martech stack

When faced with the question about how IT and marketing teams should work collaborative on the martech stack, Jorge Garcia of Akamai Technologies, offered some advice at SMX East

“The industry is ever-evolving and each new technology raises questions about roles. What we are clear about is our engagement when these questions come up. We have a regular forum for these discussions and a practiced motion of how to address them. That rhythm took a while to build, but it started with requirements gathering. We changed the conversation from ‘We want this tool; how and when can you help us get it?’ to ‘This is the problem we’re trying to solve and the capabilities we’re looking to enable our marketers with. What do you think?’ It created a collaborative environment instead of a transactional one.”

During MarTech West in April, you’ll learn even more from industry experts with focused tracks on data management, orchestration and solutions. Review the full agenda

 

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MarTech Minute
 

A new marketplace for podcast ads and an acquisition for Validity

Acast launches ad marketplace. The podcast hosting, analytics and advertising platform Acast rolled out the Acast Marketplace this week, giving advertisers the ability to buy podcast advertising both directly and via an automated system. “Acast Marketplace sets a new standard for the entire podcast industry by bringing everything we do for advertisers under a single, easy-to-access umbrella,” said Acast SVP of Sales Joe Copeman. The Acast Marketplace has three primary advertising pillars: Ads, Sponsorships and Branded Content. The company reports advertiser spend jumped 90% last year.

Validity to buy 250ok email platform. Validity, a customer data solutions provider, announced it has entered into an agreement to buy 250ok, an email marketing analytics and deliverability tool. “Amongst the many players in the email market, the 250ok team is such a perfect fit within the Validity family,” said Validity CEO Mark Briggs. Validity already owns a number of customer data management tools, including DemandTools, BriteVerify, Return Path, Trust Assessments and GridBuddy. 

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

What’s Behind the Vision for the Salesforce CMS?  – CMS Wire

5 AI And Analytics Trends Marketers And Brands Should Be Investing In  – Forbes

Given growing concerns around COVID-19, we’ve made the difficult decision to cancel F8 2020s – Facebook

As internet forums die off, finding community can be harder than ever – Engadget

Amazon Transcribe can now automatically redact personally identifiable information – TechCrunch

Researchers propose AI that improves the quality of any video – VentureBeat

Brands Are Probably Paying Multiple Times For The Same Data – AdExchanger