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.
For better or worse, marketing has never been IT leaders’ main concern. This IDG reports gives typical results, showing CIOs are most focused on security, IT operations, and aligning with business goals. Marketers probably like it that way: the survey found that more marketing departments (34%) control their own IT spend than any other department.
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.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.