Executive Summary
Blackwood Seven (acquired by Kantar in 2022) provides AI-powered marketing mix modeling via its HamiltonAI platform, helping brands optimize media spend. Despite positioning as a sophisticated analytics provider and claiming GDPR/CCPA compliance, the vendor's own website deploys 37 third-party tracking vendors with 8 firing pre-consent (4.3% rate), including undisclosed parties like Bytemine, Leadfeeder, Scoreplex, and Scrapemagic. The cookie policy significantly undercounts actual tracking by approximately 4x, creating a material gap between stated and actual data practices.
Revenue Threat Profile
4 COLLAPSE VECTORSHow this vendor creates financial exposure. Each score (0-100) reflects observed runtime behavior and documented business practices.
CAC Subsidization
As a marketing attribution vendor, Blackwood Seven's core business is measuring and optimizing marketing ROI. The irony of deploying 37+ trackers on their own site while selling measurement solutions creates measurement pollution. Their HamiltonAI platform promises clean attribution but their website behavior suggests tolerance for chaotic tracking ecosystems.
Signal Corruption
Leadfeeder (B2B visitor identification) fires pre-consent, potentially exposing corporate visitor data to competitors or third parties. The presence of multiple audience and intent data vendors (Firmable, HG Insights, Versium) suggests demand signal leakage from their own prospect pipeline.
Legal Tail Risk
Attack surface includes 37 third-party scripts from diverse vendors including Scrapemagic (web scraping), Scoreplex, and multiple ad networks. As a Kantar subsidiary handling marketing data for enterprise clients, this exposure creates risk propagation to the parent organization.
GTM Attack Surface
Material consent divergence: cookie policy lists ~9 vendors but 37 detected. 8 vendors fire pre-consent including HubSpot and YouTube. GDPR/CCPA compliance claims are contradicted by runtime behavior. Cookie retention periods up to 10 years (visitor_id cookies) may exceed reasonable expectations.