CDP Institute

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.

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.

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 Disney brand is so strong it’s easy to forget that they are a major media company.  But they are, and Disney Advertising this week announced new partners for its previously-launched data clean room.  Future plans include using Disney’s proprietary audience graph for ad bidding and insights, and interoperability with industry programmatic solutions.

There’s a definite trend towards advertisers buying directly from media companies, but there’s also still a lot of value in being able to buy through a single source.  The addressable TV industry is especially fragmented.  Invidi Technologies, which provide ad tech to many networks, has launched a unified campaign solution called Conexus to help.

Podcasting powerhouse Audacy (formerly Entercom) is simplifying life for companies that buy audio ads on its programs with a digital audience network that will let them buy audience segments rather than individual programs. The company says the segments will include more than 60 million consumers.

LinkedIn has purchased advertising analytics startup Oribi, which helps companies to measure website conversions.  The move will support LinkedIn’s burgeoning “marketing solutions” business, which the company said grew 43% year-on-year.  I think “marketing solutions” means advertising.