News

Archive for April, 2021

Dates : April 2021

Criteo Uses Purchase Data to Refine Contextual Ad Placement

April 30, 2021
Contextual advertising is being reborn as an alternative to cookie-based ad targeting. Adtech vendor Criteo is improving contextual results by adding insights based on each publisher’s first-party purchase data. Specifically, it will identify the content related to each purchase, find other pages with similar contents, and show ads with relevant product recommendations. Old-school contextual targeting wasn’t refined with purchase history.
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ANA Attacks Programmatic Media Transparency with an RFP

April 30, 2021
Ad industry group ANA has issued a Request for Proposal for a study of programmatic media transparency, which the ANA described as “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity.” ANA CEO Bobo Liodice added that “Marketers do not have a fully transparent line of sight into their programmatic supply chains”. Jamie in our Department of the Obvious is impressed.
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MessageBird Raises $1 Billion, Pays $600 Million for SparkPost, and Buys Hull CDP

April 29, 2021
Omni-channel messaging platform MessageBird announced a $600 million acquisition of email optimization platform SparkPost, $1 billion Series C extension (from the previous $200 million), and entry to the U.S. market. We also just learned that MessageBird bought the Hull.io CDP at the end of March, along with video platform 24sessions. The deals strengthen MessageBird’s competitive position against Twilio, which you will recall bought the Segment CDP last year.
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Intent IQ Offers Cookie-less Tracking ID

April 27, 2021
Identity resolution vendor Intent IQ has expanded its suite of customer tracking tools with Data Sharing Choice, which asks users to consent to sharing their first-party cookie ID, IP address, and browser information. Unlike other first-party-data-based solutions, Intent IQ’s Browser Identity Hub doesn’t require sharing an email address or other personal information. Intent IQ has previously introduced Mobile Identity Hub, which constructs a persistent ID by clustering mobile app user IDs.
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IRI Launches Omni-Channel Measurement Tools

April 27, 2021
There’s apparently some weird competition between IRI and NielsenIQ to use the word “omni”. NielsenIQ’s opener was its Omnishopper announcement, complete with “omni measurement” of the “omni-experience” across the “omnichannel” landscape. (Bonus points for inconsistent spacing and hyphens.) IRI has countered by expanding its “omnichannel measurement capabilities to offer complete coverage of the omnichannel universe with the launch of two new solutions: IRI OmniMarket™ and IRI OmniConsumer™.” That’s four “omnis” in one sentence, NielsenIQ.
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