OwnerIQ, which helps companies share their own (first party) customer data with each other – thereby creating second party data – has closed $6 million in funding and may take more. The company makes it easier for clients to create and deploy second party data to better target digital advertising.
SAP announced acquisition of Abakus, which uses a “patented game theory-based attribution technology” to estimate the incremental impact of marketing efforts. It will be part of SAP’s Hybris Marketing Cloud, which already builds a single customer view and executes omnichannel marketing programs. Attribution has been a hot topic recently: you’ll recall we wrote about Visual IQ on 12/13 and Proof on 12/6.
Visual IQ ingests Web and offline audiences, builds individual-level contact histories, and uses them for marketing attribution and media optimization. It announced that four marketing agencies (360i, KBS, MullenLowe Mediahub and The Media Kitchen) have become its first certified alliance partners. The system can generate optimized media plans but not individual-level segments.
In a follow-up to their January report, the U.K. Competition and Markets Authority raised the number of concerns they have with Privacy Sandbox to 79. Among other issues, they adopted the privacy concerns raised by another U.K. regulator, the Information Commissioner’s Office. Google’s recent decision to shift third-party cookie deprecation to next year might mean they saw this coming.