TransUnion Launches Identity-Based Marketing Services

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.

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Brands Grow More Concerned About Loss of Cookies; Agencies and Publishers Are Calmer

August 26, 2021

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.

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Two-Thirds of C-Suite Can’t Recognize Bad Data: Fivetran Report

December 6, 2021

Like the determined optimist who tells his boss the factory is on fire by reporting they’ll soon be able to update their equipment, let’s find some silver linings in a batch of gloomy surveys today, Dear Reader.  We’ll start with this Fivetran report, which finds that 85% of data leaders say their company has lost money by basing decisions on bad data, and 66% believe their C-suite can’t tell when that happens.  The bright side is there’s lots of room for improvement.

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