Cheerful people focus on solutions, right? Here’s news that Nielsen is adding Experian’s persistent IDs to its post-cookiepocalypse Nielsen ID system. The deal will improve Nielsen’s ability to match person-level data to devices for measurement purposes. Nielsen calibrates the results with information from its consumer panels.
It can be hard to find a bright side in the news these days, but we try. So, while this Epsilon report finds that most marketers feel post-cookie changes will hurt their companies without helping consumer privacy, we’ll instead note that 67% are building a CDP to help address the problem. Similarly, Wiland reports that only 23% of companies have a post-cookie targeting solution in place, but we’ll point out that 66% are looking at first party data and 65% at contextual advertising as targeting alternatives.
Relentlessly accentuating the positive, we’ll share that LiveRamp has made its online identity capabilities available in Snowflake’s Media Data Cloud. If you didn’t know Snowflake had a Media Data Cloud: it’s a “connected ecosystem” of identity, activation, measurement, technology, and data solutions, which they launched last October.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.