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October 26, 2020

Semcasting Offers Cookie-Free Cross-Channel Ad Measurement

Semcasting Offers Cookie-Free Cross-Channel Ad Measurement


The loss of third-party cookies has generated more news than the loss of Amelia Earhart. The latest comes from Semcasting, which is using its 350 million+ member device graph to let advertisers build audiences and measure individual-level results across channels without exposing personal behaviors. The trick is to first match a client’s own list against Semcasting’s data set and then assign a unique ID to each individual on each platform. This means IDs cannot be aggregated across channels or campaigns to build a profile of any individual. Semcasting reattaches the original ID to individuals after the campaign to create a unified view.

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CDPs Second-Most Acquired Marketing Technology Due to COVID-19: Acquia Report


COVID-19 gets more attention than third-party cookies, Amelia Earhart, and Bigfoot combined. It’s no surprise that this Acquia report finds marketer and consumer behaviors changed due to the pandemic.  But did you know that 82% of marketers reported their ROI on marketing technology improved during the period? More than half (54%) invested in CDPs, ranking just behind marketing automation (63%) and well ahead of AI and machine learning (44%), personalization (43%), and content management (35%).

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Pandemic Has Accelerated Digital Transformation


It’s no longer news that the pandemic has accelerated digital transformation, but it’s still interesting to see just how much. AppDirect found 69% of B2B marketers had accelerated digital plans or launched new projects, while 89% of CIOs told Dynatrace that digital transformation has sped up.

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The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.


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