CDP vendor Celebrus is making a more modest but still interesting promise, offering a new technology to share web session data across sites so long as the domains are owned by the same parent company. Basically it’s a matter of putting the data something browsers will treat as a first-party cookie, even though those are usually limited to a single domain. It’s patented and, Celebrus says, unique.
Data clean room vendor InfoSum has just launched its next-generation product and isn’t stinting on the hype: “safest, most secure, and most interoperable infrastructure”…“solve the advertising ecosystem’s interoperability challenges”… “eliminating all barriers to entry for enterprise organizations to extract the full value from their first-party data – safely and securely – with no risk and no limits.” While they’re at it, they’ve launched an open-source project using their core technology, which “will be a crucial piece in the democratization of data security and privacy protection for all.” Wow.
Programmatic tech vendor MiQ is also making cookie-related news. They just introduced CookielessIQ, which gives clients a score on their progress towards cookie-free programmatic advertising, as well as benchmarks against other clients and recommendations for additional cookie-free approaches to try. MiQ says more than half of its U.S. campaigns are now cookie-free, using authenticated data, contextual targeting, and clean rooms.
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.