Third-party cookies aren’t entirely dead yet, at least according to TikTok. They just added a requirement for advertisers who use their site conversion pixel to pass them third-party cookie data, improving TikTok’s own targeting and attribution capabilities. It seems pretty retro but maybe TikTok knows something the rest of us do not.
TV manufacturers offer a new path to attribution enlightenment. We reported last week that Samsung had launched a product to track ad consumption, measure results, and make incremental buys to meet coverage targets. Vizio just launched something similar.
Nandan Nilekani, non-executive chairman of Infosys is helping Prime Minister Narendra Modi build an open technology network that seeks to level the playing field for small merchants in the country’s fragmented but fast-growing $1 trillion retail market. Its stated purpose is to create a freely accessible online system, but its unspoken objective is to eventually curb the powers of Amazon.com Inc. and Walmart Inc.-owned Flipkart.
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.