Ready to give up on universal IDs and retreat to a walled garden? They have plenty of news too. Target has just connected its Roundel digital ad network with the CitrusAd self-service media buying tool. And Comcast’s FreeWheel adtech group is piloting a new system that creates combined audiences across linear and digital video platforms.
Mediavine, which offers services to Web site publishers, is also making it easier for their clients to append shared IDs to their visitor data. They’ve just added ID5 to their list of ID partners, which already included LiveRamp and The Trade Desk-developed Unified ID 2.0. Separately: identity graph vendor Infutor has announced support for Unified ID 2.0.
Consumer attitudes changed significantly during the pandemic, according to this Merkle survey. While quality and price are still the most important factors in purchase decisions, their weight fell while customer service, personalization, and brand became more important. Even more intriguing: consumers became more willing to share personal data in exchange for greater convenience and personalized experiences.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)