Oracle has reportedly told advertisers its Oracle Data Cloud DMP will stop offering third-party targeting data to customers in Europe. Cookie-based collection of such data has looked increasingly like a GDPR violation and the decision may have been hastened by class action lawsuits filed in August against Oracle and Salesforce.
No-code app builder Airtable has raised a $185 million Series D, bringing its total to $355 million. The company also announced more automation and data management features plus “low-code” custom apps that require writing JavaScript. Make of that what you will.
Our final pairing is GumGum and Dentsu Aegis, who partnered to find that contextual ads are more cost-efficient than behavior-based placements. The test was exceptionally well-designed and documented, which isn’t always true for such studies. The answer matters because many advertisers are wondering whether contextual targeting can replace behavioral targeting, which relies heavily on those soon-to-vanish third party cookies.
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.