The next pavilion will feature marketers who expect automation to save them the trouble of designing good campaigns. We’ll treat them nicely, because systems like Google’s one-click Performance Max are in fact taking over more of the job – and probably doing it better than the people they replace. Performance Max, which finds the optimal mix of channels and ad formats, just added more campaign types and acquisition targets.
I have so many pet peeves I may open a zoo. The first exhibit will be filled with people who assume that every CDP includes identity resolution features, even though we’ve been saying for years that many do not, and that’s okay because good third-party alternatives are available. But for buyers who do want integrated ID resolution, Simon Data just launched Identity+, which uses third-party data and identity graphs to improve resolution rates and attach more addressable identifiers to customers.
You’ll exit through a gift shop selling snake oil harvested from vendors over-promising what can be done with a self-service, no-code interface. I’ll have to be selective, though since I do like the promise made by Coherent to transform business logic within a spreadsheet into an API accessible by other applications. They just raised a $75 million Series B, bringing total funding to $89 million.
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.