One problem with using external data is the quality from different sources is wildly inconsistent. Truthset Data Collective is aiming to tame that beast by scoring different sources against a verified standard, using hashed email address as a primary identifier. Initial participants include Epsilon, Alliant, Data Axle, Stirista, and Verisk. Participants don’t share data with each other, so files are just scored, not corrected.
CDP Relay42 is expanding its cross-device identity matching capabilities through a partnership with digitalAudience, which does that sort of thing. More specifically, they can activate external audiences through privacy-safe matches against company data, or enrich the company’s own data with external information. Look-alike modeling, data clean room, deterministic matching: it’s a buzzword bingo bonanza.
Let’s start with good news today: Deloitte Digital reports that personalization leaders were nearly twice as likely as laggards to have exceeded 2021 revenue goals. The bad news is only about 40% of brands can deliver the types of personalization that consumers want. Worse news is 74% of brands lack the staff skills needed for effective personalization.
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.