Ah, first-party data. Everybody loves you. That’s why programmatic adtech company TripleLift just spent a reported $150 million to purchase 1plusX, which enriches publisher first-party to create enhanced audience profiles. TripeLift itself was bought one year ago by Vista Equity Partners.
Now, on its 9th installment, the ACM has levied €45 million (of a maximum €50 million) in fines against Apple, payable if its demands are not met.
First-party data is also the punchline of this Advertiser Perceptions study on cross-screen video advertising, for Pubmatic. Most (54%) of the publishers they surveyed said that advertisers care more about targeting audiences across screens than targeting on specific screens. First-party data is what lets that happen. Related: just 28% of programmatic ads are bought on the open market; others go through private marketplaces or negotiated deals, where more data is available.
RudderStack, which styles itself “the AI Data Cloud Native CDP”, has unveiled a suite of Data Apps running on its Customer 360 solution, which in turn runs within Snowflake AI Data Cloud. The apps support the fast delivery of data projects — for example, attribution data and propensity scores — from data teams to business stakeholders. They are now available to Enterprise Tier RudderStack customers on Snowflake.