Northbeam collects first-party data and uses it to help companies optimize ecommerce and direct-to-consumer ad campaigns while they’re running.  It’s a fairly crowded field but Silversmith Capital Partners thinks there’s enough more room left to justify giving Northbeam a $15 million Series A.

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.