Omni-channel commerce platform Kibo bought personalization vendors Monetate and Certona back in 2019 with the intent of combining commerce and personalization in one solution. Kibo hasn’t dropped that vision, but just sold its personalization tools to a private investment firm which will market them to other companies under the Monetate brand. Kibo will continue to use the tools in its own system.
Marketing budgets are increasingly threadbare, according to this Treasure Data survey, with 69% already cut in response to higher costs. Better data could be part of the solution, since marketers estimate they waste 38% of their budgets due to poor optimization. Better data could also help consumers, since 58% report that more than half the communications they receive are irrelevant.
You may recall Firefly, which sells car-top and in-car ads on taxis and rideshare vehicles. Fun! They just added audience-based planning using individual-level data from Neustar. Marketers won’t target specific individuals but can identify the best placements to reach audiences with specified profiles.
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.