Adobe Advertising Cloud has added LiveRamp’s RampID, which links online devices owned by the same person. That lets advertisers do fun things like frequency capping and audience-based targeting across desktop, mobile, Connected TV and more. Without cookies, of course.
Checks analyzes an apps data collection and sharing behavior and flags privacy and compliance issues within the apps.
Google is rolling out Enhanced Conversions, which helps advertisers to connect ads to purchases without cookies. It relies on the advertiser capturing a customer identifier, like an email address, when the ad is served and again when the customer makes a purchase, and sharing hashed versions of both with Google. The target market is apparently companies that can’t bring the two bits of information together by themselves.
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.