Have you taken a break from worrying how the loss of third-party cookies will impact ad targeting to worry instead how it will impact collection of B2B intent data? Sorry to spoil your fun, but ZoomInfo is way ahead you. They just announced Privacy Clusters, which uses cookie-free technology to find groups of anonymous devices associated with a particular company, extract company-level intent signals, and send targeted messages. Huzzah!
Some say data is the new oil, or maybe the new oil paint. Personally, I think of it as the new bacon. Whatever you call it, the folks at S&P Global think it’s worth lots: so much that they’re merging with data collector IHS Markit in an all-stock transaction valued at $44 billion. Mmmm…data.
Narrowing the focus again, we have another contestant on Survivor: Cookie Replacement. This one comes from community-owned Prebid.org, which makes first-party ID PubCommon – developed by Epsilon, available for free, and used by thousands of publishers, we’re told – available as a third-party ID to use in programmatic ad bidding. Unless consumers opt out.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.