Unified ID 2.0, a first-party-data-based ID-sharing standard developed by The Trade Desk, probably has the widest acceptance of any third-party cookie ID alternative. Amazon Web Services just made adoption easier by adding UID 2.0 operator services as an option in its AWS Marketplace. Users will gain a trusted environment where they can anonymously match their own first-party data to ad opportunities.
Acoustic Marketing Cloud also has new tricks, in the form of message creation tool Multichannel Composer. The Composer is all about empowering marketers to create complicated content, segmentations, and multi-channel campaigns without help from technical staff. Acoustic is descended from a collection of marketing tools that IBM spun off in 2019.
s the loss of third-party cookies makes results measurement more difficult, advertisers keep looking for purchase data they can use instead. Omnicom has tapped a juicy new source in a deal with Instacart. TV ad audiences will be matched to Instacart sales data, making a direct connection between who saw an ad and what they bought. In a data clean room, of course.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.