While ad targeting suffers the most without third-party cookies, ad measurement also feels the pain. Nielsen has announced a five-pronged response that includes using as many individual identifiers as possible, building predictive models to estimate audiences when identifiers are not available, and calibrating the predictive models against Nielsen consumer panels.
First-party data is often touted as the cure for third-party cookie loss. Google is offering some modest help with new tools for publishers to understand and compare audience segments based on first-party data. Let’s be clear: this is about advertising audiences based on a publisher’s first-party cookies, not using a brand’s own first-party lists to replace advertising.
Marketers hoping to get more value from their own first-party data are getting some help from Amazon Web Services, which has just added Infutor’s individual-level data to its Data Exchange. The deal will make it easier for AWS users to enrich their first-party data with Infutor’s identity and attribute information, enabling more detailed targeting across more channels.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.