Most marketers have stopped hyperventilating about the death of third-party cookies, in part because it’s increasingly clear that they’ll still be able to target individuals when cookies are naught but a fond memory.  Streaming media such as connected TV, audio, and gaming are among the places where targeting doesn’t rely on cookies.  Acxiom is helping with a new deal to make its marketing audiences available for targeting in TransUnion’s TruAudience Data Marketplace.   Do you feel better now?

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.