Marketers Still Hoping for Privacy-Safe Third Party Data: Forrester Study

This Forrester study for IBM found that 71% of senior adtech managers are exploring privacy-friendly data sets as a way of coping with cookie deprecation.  This compares with just 49% trying to build trust to improve voluntary sharing, even though the group said loss of consumer trust is the biggest problem with new privacy rules.  Nearly all agreed that personalization expectations are rising (91%), that privacy makes personalized advertising harder (87%), and that privacy regulations put traditional targeting and tracking methods at risk (87%).  Privacy-safe targeting was the most-cited use of AI in advertising.

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60% of Personalization Use Cases Rely on Third Party Cookies: Adobe Study

September 6, 2021
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Martech Tops CMO Priority List: PwC Study

September 6, 2021

PwC found that marketing leaders say martech is their highest priority for the next twelve months (43%), ranking just ahead of customer experience, personalization, and loyalty (39%).  Data privacy straggled in sixth at 29%.   When asked about planned operational changes, the group put better content management first (54%), followed closely by increased use of technology (51%), improved data management for personalization (49%), and first-party data strategies (46%).

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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