The loss of third-party cookies makes two things harder: identifying ad recipients and measuring ad results. Both are important to dynamic creative optimization vendor Clinch, which relies on result measurement to fine-tune the ads it creates. They’ve just done a deal with FourSquare to gather foot traffic data for the measurement side of things.
Website personalization isn’t hurt much by the loss of third-party cookies, since it depends mostly on data collected directly within the Website itself. So don’t be surprised that site search and merchandising vendor Searchspring found 61% of its customers plan to invest in personalization this year. Also don’t be surprised that Searchspring just added a personalized recommendation module.
Plenty of companies hope their digital identity solution will be the standard replacement for third-party cookies. ID graph vendor Tapad is hedging its bets with Switchboard, a service that will connect other companies’ identifiers. Partners include TheTradeDesk, Amobee, Martin, Eyeota, ShareThis, Catalina, Unified ID, Lotame, Audigent, BritePool, ID5, RetargetlyIDx. You’ll note a couple of big names are missing, including Neustar and LiveRamp.
Salesforce’s Dreamforce mega-conference is next week and the company’s publicity elves are already working overtime. In the first of what are sure to be daily announcements this week, the company announced 100+ industry-specific prompts, data models, and AI capabilities across its fifteen industry clouds. It also launched an AI Use Case Library to house its industry-specific AI offerings.