Semcasting Offers Cookie-Free Cross-Channel Ad Measurement

The loss of third-party cookies has generated more news than the loss of Amelia Earhart. The latest comes from Semcasting, which is using its 350 million+ member device graph to let advertisers build audiences and measure individual-level results across channels without exposing personal behaviors. The trick is to first match a client’s own list against Semcasting’s data set and then assign a unique ID to each individual on each platform. This means IDs cannot be aggregated across channels or campaigns to build a profile of any individual. Semcasting reattaches the original ID to individuals after the campaign to create a unified view.

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AppsFlyer Measures Incremental Ad Impact

October 23, 2020

Mobile attribution vendor AppsFlyer has introduced Incrementality, a solution that runs tests to determine the incremental impact of remarketing programs. Managing hold-out samples is tough, so that’s noteworthy in itself. But I was also intrigued by AppsFlyer’s statement that “attribution and incrementality are completely independent concepts” – the difference, apparently, being that attribution assigns full or fractional revenue “credit” to marketing touches while incrementality estimates the net revenue change resulting from a touch. Got that?

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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