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SWAN Offers Open Source Cookie Alternative

The horrifying plague of bird-themed advertising ID solutions has expanded with SWAN, a proposal for an open-source network that lets consumers consent to being tracked, drops a first party cookie with a unique ID, and then applies that consent and the cookie across many participating Web sites. The concept has backing from adtech companies including Zeta Global, 51Degrees, Open X, ENGINE Media Exchange (EMX), PubMatic, Rich Audience and Sirdata. I’d like it better if SWAN didn’t also offer SWIFT and OWID.

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80% of Companies Run Multi-Channel Campaigns But Just 10% Personalize in Real Time: Braze Report

April 2, 2021

Braze has released a Customer Engagement Index that measures brands’ sophistication across twelve competencies. One intriguing gap: while 80% of companies execute campaigns across multiple channels and 54% say they do this in a single system, just 10% personalize their communications in real time. On the other hand, 57% of companies in this Reflektion survey said they react in real time to customer behavior on their Web site.

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Just 17% of Martech System Replacements Are Home-Built: MarTech Report

July 7, 2022

The build-vs-buy debate never ends, and sometimes build really makes sense.  But buy is clearly the way to bet: just 17% of martech replacement projects chose a homegrown solution this year, according to this MarTech survey.  That’s down from 31% the year before.  CDPs were among the least common replacements, maybe because they’re awesome and maybe because most CDP implementations are fairly new.  Download for more fun facts.

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