Adtech vendor Yieldmo has introduced a cookieless ad exchange, which classifies inventory based on a wide range of contextual signals including situation, topic, environment, and customer behavior. Think of it as contextual targeting on steroids. The good news according to Yieldmo is their approach lets publishers sell non-addressable inventory that would otherwise be undervalued.
It may not rank with to-may-toe vs to-mah-to, but surely someone cares whether it’s spelled “cookieless” or “cookie-less”. The consensus among press release writers seems to be hyphenless, so I’ll report that data quality measurement firm Neutronian has launched a program to certify that suppliers of marketing data have followed a cookieless recipe. The certification covers consent standards, opt-in/out processes, privacy and compliance disclosures, sourcing transparency, dataset characteristics, methodology and processing, and performance.
Closing the cookieless loop, you can follow those cookieless ads to cookieless audiences with Contentsquare’s new cookieless analytics solution. The magic here is Contentsquare’s detailed behavior analysis – down to mouse movements and screen touches – which enables marketers to understand customer intent without knowing their identities. It’s a cookieless dream come true.
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.