P&G Seeks More Data From Retailers; DataXu Runs A Process

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Thanks For Sharing

Procter & Gamble is asking retailers to share loyalty card and point-of-sale data so it can target customers likely to shop at a specific supermarket, Digiday reports. “It’s a big ask because it’s going way beyond EPOS data and click data,” said Tom Pickford, P&G’s director of e-business for EMEA, at the IDG Conference in London this week. Retailers are wary of sharing customer data, but doing so could unlock digital shopper marketing budgets. Pickford said ecommerce is worth $4.5 billion to P&G, 6% of its overall business, which it expects to jump to $10 billion and 30% of revenue in 2021. More.

About That Pivot To Video

Nieman Lab explores how Facebook’s inaccurate video metrics – recently back in the news thanks to a lawsuit – may have impacted publisher decision-making. By touting flawed data about video consumption, Facebook encouraged publishers to embrace a “pivot to video” that led many news companies to reallocate resources and lay off editorial staffers. While it’s impossible to know whether a publisher’s video investments were based on Facebook data, “it’s hard not to conclude that publishers heard that rhapsodizing about the future and assumed that Facebook knew better than they did, that Facebook’s data must be more accurate than their own data was, that Facebook was perceiving something that they could not,” writes Laura Hazard Owen. More.