Plenty of companies hope their digital identity solution will be the standard replacement for third-party cookies. ID graph vendor Tapad is hedging its bets with Switchboard, a service that will connect other companies’ identifiers. Partners include TheTradeDesk, Amobee, Martin, Eyeota, ShareThis, Catalina, Unified ID, Lotame, Audigent, BritePool, ID5, RetargetlyIDx. You’ll note a couple of big names are missing, including Neustar and LiveRamp.
The loss of third-party cookies makes two things harder: identifying ad recipients and measuring ad results. Both are important to dynamic creative optimization vendor Clinch, which relies on result measurement to fine-tune the ads it creates. They’ve just done a deal with FourSquare to gather foot traffic data for the measurement side of things.
Here’s more evidence that CPD usage increased during the pandemic. Twilio Segment reports that monthly API calls to its product more than doubled from nearly 500 million in December 2019 to over one trillion in December 2020. Analytics, advertising, and warehouses were the top destinations by volume. Lots more here to sink your teeth into.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.