Attribution is a critical investment priority for nearly one-quarter of companies (23.9%) that responded to a survey by the Data & Marketing Association. Nearly two-thirds (62.5%) said it had become more important in the past year. The report also shows a continued shift in funds from offline to online marketing channels…no surprise there.
Hmm, a single API for all-channel personalization? Sounds great. LiftIgniter offers one, and just raised a $6.4 million Series A to promote it. But they apparently use data only from whatever channel they are personalizing, instead of building a unified customer profile. That will limit their effectiveness.
Then again, some companies can’t even protect their data from their own employees. Uber’s lax security policies led to a 2014 data breach, and has now settled with the Federal Trade Commission. It’s required to implement a comprehensive privacy program, submit to 20 years of data audits, and not misrepresent how it protects consumers’ personal data.
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.