Kochava is the latest adtech vendor to offer an alternative to tracking via third party cookies and device IDs. IdentityLocker will let companies match customer identities so long as consumers give their consent. There are extensive safeguards to ensure consumer intentions are honored but you have to wonder how many will consent for their data to be shared in the first place.
Zeotap assembles first-party data in a CDP, enhances it with its own third-party data, and pushes audiences to ad platforms. They call themselves a “customer intelligence platform” which is as good a label as any, I guess. They just raised a $42 million Series C, bringing total funding to $63 million.
Video platform TikTok has been in the news recently for everything from trolling politicians to spying on users. But that’s all a distraction from what really matters, which is selling ads. They just launched a self-service ad buying platform and $100 million in ad credits to help small businesses do just that.
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.