You surprised me last week, Dear Reader, by downloading more copies than expected of that IAB study on mobile identities and cross-device matching. So here’s more on the topic, this time from CDP vendor and attribution specialist Datalicious. They found that cookie-based measurement is especially bad at tracking the impact of mobile advertising. No surprise but lots of numbers that prove what you suspected.
Customer Data Platform vendor mParticle has launched a new partner certification program, identifying firms that are qualified to leverage its technology. I wouldn’t ordinarily cover this but am testing to see how interested you are in vendor news. Oops, forget you just read that: it probably spoils the test.
Maybe marketers should pay more immediate attention to AI.
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.