Google isn’t the only company trying to help advertisers identify their customers without cookies. IPG subsidiary Kinesso has just launched “Kinesso Intelligent Identity” (a.k.a. “Kii” and pronounced “Key” – get it?). Like other solutions, it relies on consumer-provided identifiers, although Kinesso says it “typically” finds 20% more matches across more channels, apparently because it has more identifiers to match against. Your mileage may vary.
Google continues to offer features to adjust to the loss of third-party cookies. Its latest is an enhanced conversion API that enables server-side identity matching: brands tag their Web sites to capture the identities of people who convert and sends the identifiers to Google, which then reports which of those people Google has a record of serving an ad. It’s third-party cookie-free but only works when consumers log in or otherwise identify themselves to sites that serve the ads. CDP vendors Tealium and Twilio Segment have prebuilt connectors to simplify... Read More >
Lots of wheeling and dealing today, Dear Reader. Closest to home, account-based marketing platform Terminus has purchased B2B CDP Zylotech. It’s Terminus’ fifth acquisition, and will tie together the data silos that would otherwise result. Price wasn’t announced.
Tealium has launched a suite of solutions aimed at powering AI models with rich, filtered and consented data. Tealium for AI uses existing Tealium features to support AI applications with specialized integrations, partnerships, configurations, and attributes.