s the loss of third-party cookies makes results measurement more difficult, advertisers keep looking for purchase data they can use instead. Omnicom has tapped a juicy new source in a deal with Instacart. TV ad audiences will be matched to Instacart sales data, making a direct connection between who saw an ad and what they bought. In a data clean room, of course.
Unified ID 2.0, a first-party-data-based ID-sharing standard developed by The Trade Desk, probably has the widest acceptance of any third-party cookie ID alternative. Amazon Web Services just made adoption easier by adding UID 2.0 operator services as an option in its AWS Marketplace. Users will gain a trusted environment where they can anonymously match their own first-party data to ad opportunities.
Planning to build your own data management infrastructure? Precisely has announced a Data Integrity Suite with SaaS modules for data integration, observability, governance, data quality, geo-addressing, spatial analytics, and enrichment. Old-timers will recall that Precisely was called Syncsort until 2020 and then regale you with tales from the days when mag tape was the hot new technology.
It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.