Forrester sees a different contradiction: it finds that companies are more worried about complying with privacy rules than cushioning their impact on marketing results.  Responses came from a mix of marketing, analytics, and privacy leaders, so it’s likely that marketers alone would set different priorities.   The study found measurable friction between the groups.

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.