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Quintesse Offers Contextual Targeting as Cookie Substitute

Even the most tech-savvy marketers are puzzled about the impact of privacy changes. One result – or maybe it’s a cause – is vendors who position barely-related technology as “pro-privacy” solutions. Case in point: Quintesse describes its natural language processing system for understanding the content of Web pages as an alternative to third party cookies. Their pitch is if you can’t target individuals with cookie-based profiles, you can target on page content instead. It’s a tenuous connection at best.

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Retina Raises $5 Million to Find Bad Customers

February 10, 2020

Retina’s founders didn’t get the memo that AI is no longer cool and have positioned their system as using it to predict customer lifetime value. They take the rather hostile attitude that “a majority [of new customers] are poison for the business” and promise to weed the bad ones out quickly. They just raised $5 million from backers who probably expect the majority of their investments to fail but miss the irony.

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In-House Martech Improves Data Use: DigiDay and Bannerflow

February 6, 2020

And since we’re looking at surveys about data, let’s finish with this DigiDay report for Bannerflow, which found that 41% of companies make better use of their data after bringing technology in-house. Most intriguing finding: companies with a stand-alone in-house agency fell to 36% from 59% a year earlier. They either made embedded agency skills in their marketing teams (35% vs 23% the year before) or went back to external agencies (29% vs 17%).

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Optimizely Buys Welcome to Add Marketing Resource Management

December 2, 2021

Digital experience platform Optimizely is further expanding its scope with a deal to buy Welcome, which provides content management, digital asset management, and marketing resource management.  You may recall that Optimizely itself was purchased in September 2020 by Episerver, which then adopted the Optimizely name.  And who could forget that they bought the Zaius CDP in March 2021?

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