Observed Signal · Sep 17, 2026 · Market Signal · Source: Didomi · Impact: 3/5
How Oscaro made its measurement more reliable and unlocked new use cases with Didomi and Addingwell
Explore how Oscaro improved measurement reliability, protected commercial margin, and unlocked new use cases with Didomi and Addingwell.
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Open Semantic Interchange as a MarTech data-silo solution
The article explains how Open Semantic Interchange (OSI) aims to standardize metadata schemas across disparate martech platforms to eliminate data silos. It outlines practical, structural steps for technical marketing or revenue operations teams: audit and document existing custom data objects; map internal taxonomies to OSI schemas using standardized identifiers; implement server-side semantic validation gates to enforce metadata rules; and migrate core pipelines to real-time, event-driven architectures (e.g., webhooks, Kafka, EventBridge). The piece emphasizes that adopting OSI is an architectural program rather than a simple software purchase.
Catalina and Happydemics Unite to Boost DOOH Measurement
Catalina, the retail media leader in personalised shopper activation, and Happydemics, an expert in advertising impact studies, are joining forces to measure in-store DOOH campaigns. The partnership aims to help consumer goods brands optimise retail media investments by providing clear and reliable indicators. As DOOH grows in importance within retail media, the collaboration will extend Catalina's metrics with new KPIs such as advertising recall, brand awareness, and the perception of brand messages, delivering a 360-degree view from exposure to conversion and its influence on brand image. Quotations from Geneviève Daurat, Director of DOOH at Catalina, and Virginie Chesnais, CMO at Happydemics, emphasize transparency and actionable data. The alliance complements existing measures tracked by Catalina and Circana (sell-out, incremental, etc.) to strengthen decision making for brands and retailers.
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