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Tealium and Twilio Segment Support New Google Conversion API

Google continues to offer features to adjust to the loss of third-party cookies.  Its latest is an enhanced conversion API that enables server-side identity matching:  brands tag their Web sites to capture the identities of people who convert and sends the identifiers to Google, which then reports which of those people Google has a record of serving an ad.  It’s third-party cookie-free but only works when consumers log in or otherwise identify themselves to sites that serve the ads.  CDP vendors Tealium and Twilio Segment have prebuilt connectors to simplify using the enhanced API.

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IPG’s Kinesso Launches Consumer Identity Key

October 4, 2021

Google isn’t the only company trying to help advertisers identify their customers without cookies.  IPG subsidiary Kinesso has just launched “Kinesso Intelligent Identity” (a.k.a. “Kii” and pronounced “Key” – get it?).  Like other solutions, it relies on consumer-provided identifiers, although Kinesso says it “typically” finds 20% more matches across more channels, apparently because it has more identifiers to match against.  Your mileage may vary.

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Customer Data Platform Industry Adds New Vendors: CDP Institute Report

July 12, 2024

Software vendors continued to add Customer Data Platform (CDP) capabilities to existing systems in the first half of 2024, according to the CDP Institute’s latest Industry Update report.  Nearly all of the dozen companies appearing in the report for the first time started as marketing or messaging applications and added CDP capabilities after they were built.  These firms accounted for most of the industry growth during the report period.

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