Amazon is testing an attribution pixel to measure the results of ads outside of Amazon. It’s seen as a way to compete against Google, which already provides such pixels and many suspect of biasing results in its favor. It will also give Amazon lots more data about where clients spend their money and what’s working.

One eternal question about privacy is whether consumers really care. Password protection vendor LastPass found that consumers still engage in terribly risky behaviors, like using the same password for multiple accounts, even though they know better. In fact, just 55% said they’d change a password after an account had been hacked. But let’s not be negative: you can read this as an uplifting tale of unquenchable human optimism in the face harsh reality.

Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.