It’s always a good day when we have a CDP survey for you, Dear Reader. Twilio Segment reports that customer experience is the most common use case for CDPs (cited by 73%) and reliable, scalable customer data is the most common CDP business objective. Enthusiasm is high: 86% plan to continue using a CDP and 75% expect 5X or higher ROI from their CDP investment.
Some say data is the new oil, or maybe the new oil paint. Personally, I think of it as the new bacon. Whatever you call it, the folks at S&P Global think it’s worth lots: so much that they’re merging with data collector IHS Markit in an all-stock transaction valued at $44 billion. Mmmm…data.
Narrowing the focus again, we have another contestant on Survivor: Cookie Replacement. This one comes from community-owned Prebid.org, which makes first-party ID PubCommon – developed by Epsilon, available for free, and used by thousands of publishers, we’re told – available as a third-party ID to use in programmatic ad bidding. Unless consumers opt out.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.