First-party data is often touted as the cure for third-party cookie loss. Google is offering some modest help with new tools for publishers to understand and compare audience segments based on first-party data. Let’s be clear: this is about advertising audiences based on a publisher’s first-party cookies, not using a brand’s own first-party lists to replace advertising.
The group claims the mandate will confuse consumers and businesses.
While ad targeting suffers the most without third-party cookies, ad measurement also feels the pain. Nielsen has announced a five-pronged response that includes using as many individual identifiers as possible, building predictive models to estimate audiences when identifiers are not available, and calibrating the predictive models against Nielsen consumer panels.
CDP Twilio Segment has added an Amazon Redshift connector (in public beta) to Linked Audiences. This enables Segment queries to integrate data residing in Redshift without importing it. Similar connectors are already available for Snowflake and Databricks.