Plenty of companies are eager to help marketers replace cookie data. Big 3 credit bureau TransUnion has joined the crowd with TruAudience, a trio of products that include identity resolution, advertising audiences based on third party data, and look-alike audiences based on a client’s own customers. TransUnion says the services don’t use any protected financial data.
At the start of 2021, brands, publishers, and ad agencies were all about equally worried about losing third-party cookies. That changed in a follow-up survey, which found that publishers and agencies are less worried than before while brands’ concern has grown. An optimist might think agencies and publishers have developed plans that brand marketers don’t understand yet. A cynic might suspect agencies and publishers have realized they’ll make money no matter what.
Data compiler Neustar is also working to fill consumer data gaps. They’ve just added 62 million survey-based consumer profiles from Dynata to their Second-Party Data Marketplace. The profiles will help Neustar enrich clients’ existing customer profiles and create new segments to target.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.