CDP Institute

No topic inspires as much discussion as cookieless advertising.  NBCUniversal added to the chatter with news about its One Platform, which includes a proprietary ID graph of 150 million individuals.  The latest developments let advertisers append external data to the NBCU ID.  Other news includes a partnership with Salesforce and Mediaocean to automate programmatic TV buying workflows, use of contextual signals to personalize ad creative, and certification of new measurement partners that are not Nielsen.

Data movement platform RudderStack has announced an integration to easily move data in and out of cross-channel marketing platform Iterable.  Rudderstack calls itself a “warehouse-first, CDP built for developers”, although it doesn’t meet the CDP Institute definition because it doesn’t maintain customer profiles.  It does provide one of the tools that companies can combine to mimic CDP functionality.

API connections are another way that companies can patch together something resembling a CDP (or do a lot of other, non-CDP things).  RapidAPI has made a business of helping companies to find, manage, and build APIs.  They just raised a $150 million Series D, having grown to more than four million users since they were founded in 2015.

Devs wanna dev, but business users have other priorities.  Almost three quarters (72%) of the in-store retail decision makers queried by Forrester for CX solution vendor Uberall said they’d favor a platform that unified separate point solutions to address marketing and CX needs.  Similar numbers felt their company did a less-than-good job of providing seamless customer journeys across all touchpoints.