Google’s long-awaited plan to block third party cookies might be derailed by the UK’s competition authority. The possible action reflects industry concerns that the loss of third-party cookies would give Google an advantage, since it can collect much data directly. Expect more conflict between competition and privacy as both issues are taken more seriously.
Data management software vendor Precisely has made its second acquisition in a little over one month, purchasing process automation and master data management vendor Winshuttle for an unknown amount. The earlier acquisition data governance firm Infogix. Precisely itself was purchased in April by private investors Clearlake Capital and TA Associates. Precisely was formerly known as Syncsort, which purchased Pitney Bowes software assets in August 2019.
Highlighting what’s at stake with third-party cookies, this Advertiser Perceptions survey found that 69% of respondents expect ad performance to drop when cookies are blocked and 40% to rely more heavily on walled gardens like Google as a result. Two-thirds (65%) have not implemented new audience targeting solutions to replace cookies although 77% expect brands’ own first-party data will eventually become more important. The survey just had 52 responses but the answers are probably typical.
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)