Next, CDP ActionIQ launched an “Advertiser CDP Solution” that combines a data collection tag, integration with third-party identifiers, prebuilt audience lookalike models for ad targeting, and integrations with ad buying platforms. If you think they’re trying to elbow DMP vendors out of the picture, you’re probably right.
I tried to take a couple of days off from talking about cookies, but the News Gods insist. First they sent this admission from Facebook that Apple’s tighter privacy policies have made ad targeting and tracking more difficult, resulting in under-counted iOS web conversions by about 15%. They don’t quite admit that their targeting itself is probably less effective, but that’s also likely.
Finally, we have Shopify helping its clients adjust by integrating Yahoo’s cookie-free Connect ID for ad targeting. The deal will let Shopify merchants target (and retarget) ads at individuals across the 3,000-plus publisher domains that support Yahoo’s Connect ID.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.