Good morning, {{my.NormalizeName:default=edit me}}, and what would a world without cookies look like?

Third-party cookies I mean, of course. The ones which mean ads for a new microwave follow you across your channels and devices because you looked at one last week on a website to which you offered no personal information.

At a basic level, that question is easy to answer, as I found out a couple of years ago when researching the extent to which reputable brands were advertising—quite inadvertently—on disreputable websites. In the course of this research, I reluctantly surfed to a well-known politically extreme news site, and was dismayed (rather than surprised) to see programmatic ads for a number of high-profile tech vendors I’d recently visited online.

Out of curiosity, I switched to browsing incognito. Suddenly those ads were replaced by ads for guns and combat gear, not targeted at me, but purely contextually at the kind of reader that website might attract. And that’s how the world could look, post-third-party cookies, if vendors, advertisers and publishers don’t find solid alternatives.

Kim Davis
Editorial Director, MarTech Today

 
 
 
Identity
 

More vendors in the hunt for persistent IDs

With the cookieless world fast approaching, data and ID resolution vendors are hustling to come up with alternative strategies to enable effective addressable media for advertisers. Right now, the trend is towards “persistent IDs”—IDs which have some foundation in deterministic data, likely from first-party sources, which can then be supplemented with contextual information such as (anonymized) transaction data.

Putting all the pieces together is triggering partnerships. Yesterday, LiveIntent and FullContact announced a partnership aimed at pulling online and offline data into a persistent ID. LiveIntent connects thousands of publishers and advertising brands with all 300 million people, verified by email address. FullContact’s Person ID graph is based on a mix of PII, business and personal identifiers, mobile ad IDs, emails, social handles, etc. This omnichannel identity layer is now aimed at providing a feedback loop to the email-verified IDs.

“By marrying offline data to online Identity with such a complete graph, marketers and publishers can thrive in a world without third-party cookies,” said Matt Keiser, LiveIntent founder and CEO in a release.

Why we care. The challenge of putting together persistent IDs which can be used effectively for addressing and re-targeting consumers is going to be one of the major themes of the next twelve months. But the disappearance of third-party cookies is still going to have a big impact on advertising and marketing.

 

Out-of-the-[Black]-box: Delivering data-driven marketing

The first step in your digital transformation toward a data-driven business is a unified customer profile that enables your data to be actionable and available in real-time, but that’s just the beginning. How do you decide who to target with what experience or message? Download this white paper from Lytics and take the first in your digital transformation toward a data-driven business.

Get your copy now »

 
Auto
 

Dealerships are forced to go digital at last

Certainly we’ve seen digital innovation in the world of auto sales—think of Caravana, the natively eCommerce used car marketplace. But for the most part, auto dealerships have clung to the traditional in-person mode of selling. The potential purchaser might do some research online, but the expectation was that they would show up at the lot, maybe take a test drive, and listen to the sales pitch.

Then COVID came along, and dealerships found themselves almost strong-armed into being digital first. Helping this digital transformation, Dealer Inspire, from Cars.com, offers dealers a range of tools, from website platform, through email, social, SEO and video marketing, to eCommerce, inventory management, and omnichannel messaging. It’s a lot for a traditional dealership to handle.

There has been a surge in demand to use video on the platform, and chatbots are being refined to answer more than the most basic questions. “There have been technology solutions and resources on the sideline and this moment is bringing them off the shelf,” said Joe Chura, CEO and co-founder of Dealer Inspire.

Read more here »

 
MarTech Minute
 

Customer engagement platform Braze reports on the future of retail

Braze, the customer engagement platform, yesterday released a report on the future of retail based on an international survey of over 8,000 consumers. The aim was to show what the retail marketplace looks like in the era of COVID. The survey was conducted in July.

Highlights among the findings included:

26% of respondents tried a new brand during the pandemic, and 95% of those respondents stated their intention in being a repeat customer;
Trust and brand values are more important than ever. 91% of respondents said a company’s response to the pandemic was vital, especially in terms of employee relations and customer service; and
Pricing is important to Generation Z, since they have not had the same economic and employment stability as their parents and grandparents. 45% of Gen Z see pricing as the top factor when deciding on a retailer.

The report predicted pullback during the holiday season, but also gave hope to local businesses with 48% of respondents stating that supporting local businesses was a priority.

Why we care. The retail environment is transforming before our eyes. Despite the economic downturn, there are clearly opportunities for brands to attract new customers, as long as they lead with their values.

Other announcements:

Online clothing marketplace powered by AI
Sony’s media cloud expands
Salesforce announces Work.com for schools
E-signature market predicted to expand
 

Kiss digital asset chaos goodbye

This free guide from MarTech Today will help you choose the right Digital Asset Management platform for your specific needs.

Get your free copy now »

 
 
 
What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader.

Facial Recognition Start-Up Mounts a First Amendment Defense – New York Times

Facebook removes seven million posts for sharing false information on coronavirus – Reuters

Scribd acquires presentation-sharing service SlideShare from LinkedIn – TechCrunch