Third-party cookies may be vanishing but Lotame still sells third-party data enrichment. They’ve just partnered with ad platform Amobee, which has its own identity graph, to target Lotame audience segments on major social platforms.
I’ve been kind of hoping that a citizen newsletter editor would take over some of my work here, but so far, no luck. Citizen developers are getting more support from Google, which has just released an Airtable-like system named, um, Tables. It lets non-programmers define processes, share data, and do other stuff that used to require a highly trained professional.
Forrester analysts have also been hard at work, with a Google-sponsored study finding that better use of data and analytics is a top-5 priority for 63% of marketers and siloes are the top data challenge (57%). Fewer than half (42%) have a cross-platform view of Web and app analytics, which might seem like a little or a lot. But 84% consider cross-platform analytics critical or very important, so let’s call that glass half empty.
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.