Some CDP vendors build their own identify management systems and some let clients choose for themselves. Treasure Data, which falls into the latter group, has just integrated Neustar’s Unified Identity solution for data hygiene, identity resolution, enrichment and audience segmentation. They already have similar arrangements with Acxiom, Allant and Tapad.
Marketers hoping to get more value from their own first-party data are getting some help from Amazon Web Services, which has just added Infutor’s individual-level data to its Data Exchange. The deal will make it easier for AWS users to enrich their first-party data with Infutor’s identity and attribute information, enabling more detailed targeting across more channels.
Privately-held analytics software giant SAS, which also has a substantial marketing software business including a CDP, has announced it is getting itself ready to go public by 2024. We’ll see if it really happens: plenty of companies would like to buy them, although not all could afford a price likely to be over $20 billion.
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.