You’re not the only one struggling to understand the impact Apple’s new tracking consent rules. Here’s a helpful piece from our friends at AdExchanger on what will change with Facebook reporting. Long story short: no more holdout tests or store visit optimization.
Elsewhere in Measurement Land, the Media Rating Council’s project to standardize advertising outcomes measurement has emerged with unintentionally hilarious conclusions that “there was not consensus by practitioners around a single method by which to measure outcomes” and “most users view current outcomes measurement as a largely opaque process in need of much greater transparency.” Jamie in our Department of the Obvious is impressed.
If marketing automation vendor Maropost has raised any money, they’ve been quiet about it. But, hey, they’re Canadian. They did mention they’re buying ecommerce platform Neto for “$60 million + considerations”, which may be in Canadian currency. Have you noticed that a lot of companies are building comprehensive customer engagement suites?
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.