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ZoomInfo Launches Global Opt-Out Database

Looking at B2B data: ZoomInfo has just released a global database that generously shares opt-out requests it receives with any other company that wants to remove the names from its own lists.  It’s not clear whether ZoomInfo will also reduce its lists using names submitted by competitors.

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Lotame Panorama ID Program Adds PubMatic and MediaMath

June 11, 2021

Lotame does build its own identity graph, which it packages as the Panorama ID and offers as a way for advertisers to track individual customers without relying on cookies.  Unlike email-based IDs, Panorama includes probabilistic as well as deterministic matches, enabling more connections but raising some privacy eyebrows.  They’ve just signed up PubMatic and MediaMath as program partners, enabling advertisers to apply Panorama IDs to their audiences.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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