By total coincidence, Verizon Media is the very first company listed as a client on SafeGraph’s Web site. SafeGraph sells foot traffic and other data about more than 6.4 million locations in the U.S. and Canada. They just raised a $45 million Series B, bringing their total to $61 million.
It’s probably inevitable that every targeting technique will now be described as cookie alternative. Here we have Epsilon and Verizon Media touting a ten-year-old program that tracks consumers with a combination of transactional data assembled by Epsilon and Verizon Media’s massive first-party data sets. What’s seems to be new is tighter integration between the two sets of identifiers.
The fun-loving data department at Havas applied linear regression to 19,000 surveys with 30+ questions about 150 brands in three countries. The result was unusually solid data on what drives satisfaction with customer experience. Answers differ by country but for U.S. consumers the weights were 48% purchase experience, 29% relationship, and 23% brand image. The idea is the weights should help allocate investments to the most effective projects.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.