Publishers and media owners must be happy that Google is letting third-party cookies run free after all. According to a report from Optable and Digiday, 74% of the almost 100 surveyed say their monetization strategy relies on third-party cookies or other shared identifiers. Only 4% can identify more than half their audience using first-party data.
Personalized web experiences are nothing new, but cloud-based website builder Wix is introducing a new solution to support it. A new AI-powered adaptive content app will read visitor cues and generate dynamic content in real time. Wix users play a role in guiding the AI by setting “conditions” from pre-defined function templates.
Blue Shield of California has admitted to a major data breach affecting 4.7 million members. It's due to a misconfigured Google Analytics setup. Meanwhile in Connecticut, Yale New Haven Health Service suffered a big cyberattack exposing sensitive patient data including social security numbers. Also, the website for Covered California, the health exchange that covers Californians under the Affordable Care Act, has been transmitting sensitive data to LinkedIn via trackers.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.