Also from last week, “external data platform” Explorium is making its collection of third-party data sets available in the Snowflake Data Marketplace. Explorium collects “thousands” of data signals from all sorts of places and makes it easy to match them against a company’s own customer, prospect, and other data.
We do have some nice data news left over from last week, when LiveRamp announced it has connected its identity graph with Lotame. The deal will let Lotame customers access LiveRamp’s person ID, expanding their options for cross-channel audience selection and measurement.
Despite its highly publicized privacy control claims, Apple may in fact be allowing user-level data access, according to The Financial Times. The publication alleges a handful of big tech developers claim they can obtain signals via a cohort-focused approach rather than from individual iPhones, so long as data is anonymized and aggregated.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.