All the latest martech and adtech news this week from Criteo, Dynata, mParticle, Adobe, Influitive, Optimus Analytics, Integral Ad Science, Channel Factory, LiveRamp and Lotame
The partnership will append Lotame's Panorama Universal ID to each Killi profile, allowing Lotame clients to continue to target consumers in a cookieless world while increasing Killi's data transactions
New
Study: Customer ID a problem for brands, publishers
As the digital space becomes more fragmented, and as more consumers opt-out of sharing their information it is becoming ever more harder for brands, marketers, and publishers to connect with their bases. That difficulty will only continue according to one report, which finds that while many are planning for the phasing out of cookies and simple solution hasn t yet been identified.
According to Lotame researchers most marketers (60%) say multiple interoperable identity solutions are the best option to serve relevant ads to consumers. The problem comes in between advertisers and publishers, most of whom aren t on the same page when it comes to identifying options. Researchers found that most publishers (69%) think their current contextual targeting can replace audience targeting once third-party cookies are gone. But, 66% of marketers think contextual targeting isn t a solution, but a tactic to be used within another solution.
CMO s top 8 martech stories for the week - 28 January 2021
All the latest martech, customer and adtech news from Litmus, Algonomy, Bloomreach and Exponea, Acquia, AdQuick, Pega, Lotame and Comscore.
Litmus releases suite of updates
Email marketing outfit, Litmus, has announced a suite of updates for its platform that include enhanced integrations with Salesforce Pardot, SparkPost to enhance seamless workflows for pre-send email testing, Litmus Builder upgrades for custom code templates and snippets and support for animated GIFs.
Litmus Extension support for Pardot is aimed at further streamlining email production workflow, eliminating the need to switch between multiple applications and simplifying email testing process. Updated and streamlined integration with SparkPost helps to test emails more efficiently, updates to Litmus Builder will help create emails faster by reusing code modules, navigating code and inserting images, and reviewing GIF content can be done without leaving