Publishers can now integrate Google Analytics with TCF to obtain, record & update consumer consent for webpages using Google Tag Manager. IAB Transparency & Consent Framework (TCF) is an open-standard technical framework to manage user consent

Adobe announced data governance capabilities in Real-time CDP. Housed within Privacy Console, provides a centralized location for privacy stewards to define data usage policies. When these rules are activated and violations are detected in real time when data is activated across various destinations. A popover appears indicating to the marketer that policies have been violated preventing customer data from being unintentionally misused

For marketers personalization performance is a black box since the actual real life customer journey cannot be viewed. Bringing the best of worlds HotJar & Google Optimize together with this integration. HotJar would detect Optimize experiments & attribute the IDs and metadata with the recordings for later filtering

Airship announced the launch of External Data Feeds to expand your personalization messaging. By creating a customized API within Airship, marketers can automatically add dynamic content from external data sources. Hence instead of limiting your content to your campaign, they can be personalized in real time based on the last customer activity.

As digital adoption rises, the need for faster & lighter web pages become essential. To make tags lights, GTM released Server Side Tagging capability. Keep in mind that increase in traffic beyond free tier can increase costs as each server call is billed according to Google Cloud Platform pricing tiers

Adobe seemed to have finally delivered on a multi-decade feature request – Mobile App for Adobe Analytics. Available for both iOS & Android, specific experiences can be curated using pre-built “scorecards”. Think scorecards as mobile app specific workspace that contain a single metric trending overtime selected.

Tableau announced the new capability for users to merge Tableau Prep data to your enterprise database, probably in the clouds. The best part is if you make any errors, these changes can be rolled back. Tableau automatically loads the data into a temporary table before merging into target table.

Following industry trends towards enhancing user privacy, Google have enabled data controls for enterprises to manage how Google Analytics is being used. Businesses reflected by regulations such as GDPR or CCPA are automatically subscribed to the data processing terms.