Highlighting what’s at stake with third-party cookies, this Advertiser Perceptions survey found that 69% of respondents expect ad performance to drop when cookies are blocked and 40% to rely more heavily on walled gardens like Google as a result.  Two-thirds (65%) have not implemented new audience targeting solutions to replace cookies although 77% expect brands’ own first-party data will eventually become more important.  The survey just had 52 responses but the answers are probably typical.

Privacy-safe data sharing vendor InfoSum has launched InfoSum Bridge, which lets users apply deterministic, probabilistic, and cohort-level identity resolution methods.    It’s a collection of matching tools that users and business partners can use on their own data as they see fit.  While InfoSum doesn’t construct its own identity graph, it does offer connections with third-party data augmentation partners.

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.