In classic lemonade-from-lemons style, Google is adapting to the loss of cookies by switching Google Ads’ default conversion reporting away from click-based methods to machine learning-based attribution models. The company swears its technique drives lower cost-per-acquisition, and it probably does. But it also requires you to trust that they’ll honestly report results since there’s no way to check their work.
There’s nothing like a hefty CDP funding round to start the week. We have that today courtesy of Optimove, which announced $75 million raise, bringing its total to $95 million.
Data observability platform Bigeye has raised a $45 million Series B, bringing its total to $66 million. I know you probably don’t care, Dear Reader, but am reporting it anyway because it’s important to recognize the booming growth of data management tools that help IT departments construct their own customer data management systems.
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.