Prescient AI collects data about a company’s sales and other business results and correlates that with advertising programs. It’s not as precise as direct attribution via third-party cookies or pixels, but also doesn’t rely on those being available – which they increasingly are not. Prescient just raised a $4.5 million seed round, on top of $1.7 million pre-seed funding in 2021.

Third-party data and third-party cookies are not the same thing. Just over half (53%) of the respondents to this Datonics study are using third-party data to target their programmatic ad audiences, from an average of 11.9 data providers. Much of that data will remain available after third-party cookies are gone. Still, 69% of the respondents are concerned that privacy changes will disrupt their activities.

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.