Now that it seems Google will really and sincerely deprecate third-party cookies in Chrome this year, advertisers are paying more attention to the search for alternatives. This Comscore Proximic study finds most of their money will go towards contextual data (28%) and first party data (27%). Despite the best efforts of adtech vendors and data compilers, alternative IDs rank last at 8%.
In the early days of cookieless Chrome, publishers earned 45% less revenue per session from users who disabled cookies, according to data analyzed by ad platform Assertive Yield. The loss was actually a bit worse when Google’s Topics API was enabled. By some crazy coincidence, Google’s own AdX and Open Bidding win rates actually improved, meaning Google bought more ads at a lower rate.
Customer communication platform Iterable is launching the Iterable Ingest Toolkit as part of its winter product release. It features Smart Ingest that connects with major cloud platforms and allows marketers to pull customer data into Iterable. Iterable is also bringing AI-driven customer insights to its users’ Snowflake data through its Snowflake Secure Data integration.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.