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swodinsky humanpropensity No, that unfortunately is a whole other sketchy thing. No what CVS is doing with all that 1p data is buyer shit. They use it to build segments and models, or to upload and get match ids in data cleanrooms, or to encrypt into uuids and bid on those in the RTB marketplace...Permalink On twitter.com
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swodinsky humanpropensity The thing about the drive to first party data collection is most publishers don't have enough scale or expertise to turn their websites into high priced walled gardens. So they're going to leverage their user data to find matches via non cookie methods. UID2 is the easiest...Permalink On twitter.com
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swodinsky humanpropensity But plenty are going to (prob foolishly) give up all their customer data via CDPs, which will create connections with buyers to create segment ids, deal ids, and uuids that allow a buyer like CVS to take their big user data sets and use them for direct targeting of users.Permalink On twitter.com
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swodinsky humanpropensity For most publishers, the value of user data is going to be contingent on buyers also having huge user data sets...Permalink On twitter.com
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swodinsky humanpropensity "But Aram, the buyers are going to have larger data sets which will replicate the problems of scale that have always disadvantaged publishers" you say. Yes. And also the buyers and publishers are now incentivized to buy poisoned fraudulent 2nd party data even more. WheeeePermalink On twitter.com
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swodinsky humanpropensity And I'm sure companies like CVS could sell access to their own data cleanrooms, against which a medtech advertiser might upload an email list and find matches in pharmacy tagged users' hashed emails to create a user segment it can take back to target elsewhere...Permalink On twitter.com
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swodinsky humanpropensity Or these matches might be facilitated by a shared agency data co-op thedrum.com/news/2021/04/27/wpp-launches-first-party-data-business-wake-apple-privacy-update or your fav data rich company w/a uuid experian.com/business/solutions/marketing-solutions/mobile-ad-id-resolutionOn twitter.com
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swodinsky humanpropensity So many ways to continue violating privacy after the end of 3p! (In theory. Tho these will all make a lot of money, I'd be very surprised if even 1/10th of it works, but that won't stop everyone from trying to collect more user data, & buying it selling it, or sometimes both)Permalink On twitter.com
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