Despite its highly publicized privacy control claims, Apple may in fact be allowing user-level data access, according to The Financial Times. The publication alleges a handful of big tech developers claim they can obtain signals via a cohort-focused approach rather than from individual iPhones, so long as data is anonymized and aggregated.
Also from last week, “external data platform” Explorium is making its collection of third-party data sets available in the Snowflake Data Marketplace. Explorium collects “thousands” of data signals from all sorts of places and makes it easy to match them against a company’s own customer, prospect, and other data.
A survey by Ebiquity and Cookiebot CPM tracked nearly 200,000 3rd party marketing cookies (3PMCs) conducted from an IP in the EU and found more than 32% were fired prior to site visitors granting consent. This poses a major concern in the context of international data transfer regulations, since more than 70% of all 3PMCs transfer to non-EU territories, so is in violation of GDPR.
Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.