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60% of Personalization Use Cases Rely on Third Party Cookies: Adobe Study

Let’s do surveys today, Dear Reader.  Adobe offers a plethora of fun facts.  Sixty percent of personalization use cases rely on third-party cookies but just 37% of marketers feel ready for the cookieless future.  More consumers would share data in exchange for seeing no ads (55%) than for personalized experiences (53%) or free online services (39%).  Just 37% of marketers have real-time access to a central customer record.   Even more fun: only 28% with a central customer record said their CDP could read it, suggesting central customer data often sits elsewhere.

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Marketers Still Hoping for Privacy-Safe Third Party Data: Forrester Study

September 6, 2021

This Forrester study for IBM found that 71% of senior adtech managers are exploring privacy-friendly data sets as a way of coping with cookie deprecation.  This compares with just 49% trying to build trust to improve voluntary sharing, even though the group said loss of consumer trust is the biggest problem with new privacy rules.  Nearly all agreed that personalization expectations are rising (91%), that privacy makes personalized advertising harder (87%), and that privacy regulations put traditional targeting and tracking methods at risk (87%).  Privacy-safe targeting was the most-cited use... Read More >

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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