Almost half of consumers will share data with brands on their own terms, according to a survey of 1,500 U.S. consumers by consumer research platform Attest. No fewer than 84% shared concerns about data privacy, while many were ready to opt out of mailing lists and decline non-essential cookies. Attest sees big opportunities here for zero-party data, information that consumers actively and willingly share.
The Competition & Markets Authority, a U.K. government department, reiterated in a new report that Google cannot proceed with third-party cookie deprecation until competition concerns are resolved. In particular, the CMA says that the Privacy Sandbox must not be used to reinforce the existing market position of Google ads. It’s not clear how the CMA’s position impacts Google’s earlier move to allow 300 million global users to disable cookies.
In a wide-ranging report, growth consultancy Winterberry Group identifies composable data layer architecture as a possible trend for 2024 with the market moving away from monolithic marketing suites. Composability allows marketers to assemble, disassemble, and reassemble technology components to meet evolving needs. Two major challenges that will continue to confront marketers this year: data quality and the need to integrate data from disparate sources.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)