Data clean rooms are another not-quite-substitute for third-party cookies, offering a way to share limited amounts of data. Pinterest is barking up that tree with a new LiveRamp partnership. It will let advertisers upload their customer lists to the LiveRamp clean room, where they can be matched against the Pinterest member file to target Pinterest ads against people on both lists.
The relaxed post-New Year’s vibe has now worn off, so we can go back to obsessing about third-party cookies. Programmatic ad buying platform The Trade Desk is helping with Galileo, which lets marketers upload customer lists from CDPs or other sources, apply the Unified ID 2.0 identifier, and use it to track members across audiences. It’s less comprehensive than tracking with third-party cookies, but probably as close as we’ll get with current technology.
Third-party cookies may be vanishing, but other third-party data is more available than ever. Consumer purchase data compiler IRI reinforced the point with separate deals to (a) provide Meta with brand- and product-level sales data to measure results of Facebook and Instagram ads and (b) offer 1,500 IRI-built individual-level audience segments to TV ad buyers through Experian.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.