You know it was a busy day when a $6.5 billion acquisition is our number three item. Identity platform Okta just spent that much for Auth0, which offers similar capabilities but targets application developers. Forbes quoted Okta’s CEO as saying they are competing with Microsoft, Salesforce, and Zoom to be a “primary cloud”. Zoom?
Yesterday’s announcement that Google wouldn’t support individual-level alternatives to cookie-based identifiers shouldn’t have been a surprise. But this Lotame survey shows that 60% of U.S. senior decision makers still expect to target ads using multiple, interoperable ID solutions and 22% think just one will be enough. Only 44% think that publishers’ first-party data is a good replacement for third-party cookies and fewer 35% of marketers think contextual advertising will do the trick.
We also had a definitive announcement from Google that once it stops allowing third-party cookies in the Chrome browser, it also won’t accept similar-functioning replacements. Specifically, Google won’t build individual-level profiles based on browsing behavior. The move will favor publishers who collect huge stores of first party data, such as, well, Google.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.