Adtech vendor Yieldmo has introduced a cookieless ad exchange, which classifies inventory based on a wide range of contextual signals including situation, topic, environment, and customer behavior. Think of it as contextual targeting on steroids. The good news according to Yieldmo is their approach lets publishers sell non-addressable inventory that would otherwise be undervalued.
It may not rank with to-may-toe vs to-mah-to, but surely someone cares whether it’s spelled “cookieless” or “cookie-less”. The consensus among press release writers seems to be hyphenless, so I’ll report that data quality measurement firm Neutronian has launched a program to certify that suppliers of marketing data have followed a cookieless recipe. The certification covers consent standards, opt-in/out processes, privacy and compliance disclosures, sourcing transparency, dataset characteristics, methodology and processing, and performance.
Closing the cookieless loop, you can follow those cookieless ads to cookieless audiences with Contentsquare’s new cookieless analytics solution. The magic here is Contentsquare’s detailed behavior analysis – down to mouse movements and screen touches – which enables marketers to understand customer intent without knowing their identities. It’s a cookieless dream come true.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.