CDP Institute

Let’s talk about cookie-free ad targeting.  Comscore has released its solution, which matches panel demographics with content consumption to predict which online content will attract a marketer’s target audience.   Comscore’s own panel data is enhanced with automation, financial, and location data from TransUnion, PlaceIQ, and Polk via IHS Markit.

eTargetMedia is leveraging its email lists to address a slightly different challenge: display ad retargeting.  They send emails, drop a first-party cookie when the recipient clicks through to the client’s Web site, and then use that cookie to deliver ads on other Web sites.  Remember, first-party cookies are still okay in most situations.

Hearst CDS Global, which mostly handles magazine subscriptions, is attacking the identity side of targeting with Mylo, which lets consumers access multiple Web sites after signing in just once. The idea is to capture more first-party data about each visitor, regaining some of the visibility lost when third-party cookies are unavailable.

Venture capitalists may be more eager to fund low-code products than you are to hear about them, Dear Reader.  But you may still want to know that Oracle is making life even easier for citizen developers by offering its low-code APEX platform as a standalone managed cloud service.  It was previously available only as part of the Oracle database.

Last year, CDP vendor Ysance split off its CDP software as Easyence, retaining the Ysance name for its services operation.  Last week, the company sold Ysance to tech consultancy Devoteam.  Easyence will remain an independent CDP vendor.

Ecommerce marketers rank data-driven decisions second only to in-house skills as a major factor in marketing success, according to this SideCar survey.  But just 38% make more than half of their decisions based on data, they rank seven other items ahead of data-driven decisions on their list of challenges, and they prioritize several skills ahead of data analytics in hiring.  One interpretation: they feel they’re as data-driven as they should be.

You’ll probably take my word that investors love low-code and no-code development tools. But if not, here are more examples:$140 million in funding for Webflow, which does no-code Website development; $110 million for Workato for no-code/low-code data and process integration; and $80 million for airSlate for no-code business automation. We also have a new low-code/no-code internal app development tool from Internal, which has somehow raised only $5 million.

This Winterberry Group study also explores the shift to first-party data, with a particular focus on collaborative solutions such as data cooperatives and exchanges.  Less than one-third of their sample say they have fully implemented a first-party data strategy, although nearly all have defined one.  Read it for a good explanation of key terms and concepts.

Customer analytics is the most valuable CDP application, ranking ahead of identity management, cross channel activation, real-time orchestration, and audience management, according to this Merkle survey.  Most of the report is explores the growing importance of first-party data as third-party data becomes harder to find.  But we like CDP news the best.

We just checked with Jamie, our Department of the Obvious Senior Intern, who confirmed that, yup, there’s a lot of marketing data for sale.  Neutronian helps marketers make smart choices by certifying the quality of different sources.  They just announced a deal with audience data marketplace Eyeota to certify selected Eyeota data suppliers.

B2B data collector Rhetorik is doing its bit to improve data quality by comparing a company’s own data with Rhetorik’s information. Its DataCliniq service will report on errors, make corrections, and add new companies and contacts. Prebuilt integrations are available with Salesforce, Microsoft Dynamics, HubSpot, Market and others.

Data quality starts at home. I mean literally, home, as in where you live. With that in mind, Snap just bought location data platform StreetCred to help build location-based products. Surveillance capitalism marches on.