Tighter privacy regulations were supposed to deter companies from sharing their customer data, right? But this Winterberry Group paper gives a mixed message: it reports that 64% of U.S. respondents are collaborating directly others to share their data in a second-party relationship. Yet at least as many are also licensing their data to third parties for targeting and measurement.
Disney is also expanding its data-driven ad business, launching a programmatic exchange for video ads, leveraging its data for cross-channel targeting, and selling combined inventory across Hulu and Disney properties. They’re even promoting their own Disney Audience Graph as a partial replacement for third-party cookies. Isn’t everyone?
Forrester sees a different contradiction: it finds that companies are more worried about complying with privacy rules than cushioning their impact on marketing results. Responses came from a mix of marketing, analytics, and privacy leaders, so it’s likely that marketers alone would set different priorities. The study found measurable friction between the groups.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.