With the clock ticking down to the “later this year” moment when Google flips the switch on Chrome and we all go into cookieless freefall, there are still many questions. Google’s product manager just answered a batch of them at the AdExchanger Programatic IO NYC event.
Tech marketing agency Alloy tells a similar story: 62% of survey respondents have made business decisions based on marketing performance data in the past year, but 84% say insights are available only to some teams within their organization. While they cite “silos” as the main culprit, they are including organizational as well as technical fragmentation.
Germany’s antitrust watchdog succeeded in getting Google to agree to changes to give users better choice on how their data is used when it is shared between companies. That means Google will have to get informed and unambiguous consent from users for processing their data.
Marketing Intelligence, a new solution from Salesforce, provides always-on ingestion of marketing data. Drawing on the unified data of Salesforce Data Cloud and the support of Agentforce agentic AI, it will deliver actionable insights and recommendations. It will feature a homepage for marketers; paid media optimization as Agentforce automatically pauses low-performing ads; and automatic data enrichment.