Snowflake keeps adding options that inch its Data Marketplace closer to CDP functionality. The latest piece to fall into place is identity management, care of Neustar’s United Identity service. Features include identity resolution, enrichment, segmentation, and media syndication. You may recall that Neustar recently agreed to be bought by TransUnion.
The technology is designed to offer a privacy-compliant solution to regulations designed to limit or phase out ad targeting.
I hope someone at Merkle’s Merkury group is paid for the number of alliances they sign, because that person is getting one fat bonus this year. Merkury’s latest partner is Yahoo (until recently Verizon Media), which will their link their ConnectID with Merkury IDs. Merkle clients will be able to build custom audiences using individual-level Merkury IDs and then activate them through Yahoo’s demand side platform.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.