Meanwhile, back in CDP-land, Blueshift announced a free starter tier for its product. Users will be able to ingest data from multiple sources, build up to 10,000 profiles, extract audiences, and run triggered journeys across multiple channels. Other limits apply as well, and users are expected to serve themselves.
Google has taken another small step on its thousand-mile journey to third party cookie deprecation, announcing that third-party cookies will be deprecated for real on 1% of Chrome browsers worldwide. The idea is to encourage the industry to test Privacy Sandbox, Google’s collection of privacy-protecting tracking alternatives. Meanwhile, The Trade Desk just blasted Privacy Sandbox and urged use of alternative identifiers, which of course have problems of their own.
BARC’s magisterial 2024 Data, BI and Analytics Trend Monitor finds security and privacy, data quality, and governance are the top 3 industry concerns, which is similar to past results. More interesting are a slight decline in the rankings for self-service analytics (from 5th to 6th) and business user data prep (from 7th to 9th). Lots of detail here by company size, user type, best-in-class, industry, and regions.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.