Category: Data Targeting & AI

ntify Customers

Email Remains at the Heart of Identity Resolution Efforts

Getting identity resolution right is important, as poor efforts in this regard can lead to problems such as reaching the wrong customer, wasted marketing spend, offering irrelevant products or services as well as lost opportunities for cross-sells or upsells, per respondents. As a result of improving their identity resolution capabilities, respondents report they have benefited from more complete customer profiles, better data controls and security, better opportunities to cross-sell or upsell, and more effective marketing measurement. Read More:

New Study: Only 11% of Brands Can Effectively Use Customer Data

REDWOOD SHORES, Calif., Nov. 18, 2019 /PRNewswire/ – Despite all the hype around customer data platforms, a new study conducted by Forrester Consulting and commissioned by Oracle found that brands are struggling to create a unified view of customers. Only 11% of brands can effectively use a wide variety of data types in a unified customer profile to personalize experiences, provide a consistent experience across channels, and generally improve customer lifetime value and other business outcomes. Read More:

‘Whomever owns the reader relationship will win.’

HOW AD TECH IS ADAPTING TO THE PIVOT TO PRIVACY: From the emergence of new tech solutions like Infosum touting compliant ways to share first-party data for targeting, to the search for data clean rooms that offer advertisers the data and analytics needed for granular targeting, there’s a new economy forming from the remnants of cookie targeting. Question marks remain over whether this will cause CPMs to rise given the value of consented data – now critical under the General Data Protection Regulation and the data privacy policies of the browsers. Read More:

California AG Drops Highly Anticipated First Draft Of CCPA Implementation Regs

The California attorney general’s office on Thursday published the first draft of its implementation regulations for the California Consumer Privacy Act. The CCPA makes a distinction between third parties and service providers, which are defined similarly to data processors under Europe’s General Data Protection Regulation. Read More:

How Insider Inc is preparing for life after third-party cookies

Update: An earlier version of this article stated it was Business Insider, instead of BI parent Insider Inc. With the fate of third-party cookies in doubt, Insider Inc. has developed a way to provide advertisers with ad-targeting options based on reader interests and behaviors. Insider Inc has a freemium model, in which select articles are locked for Business Insider Prime members. Read More: