CDP Institute

You probably don’t need to be told that AI is used widely (88% of businesses) or delivering good results (90% say it will deliver cost or time savings).  So let’s instead note that Twilio Segment found predictive AI is used more widely than generative AI (34% vs 24%), employee training is the most-cited obstacle to AI success (38%), many firms need better data quality to get the most value from AI (71%), and companies with a CDP grew faster than companies without one (32% vs 21%).

Marketing automation vendors rarely buy each other these days, so it’s worth noting that ActiveCampaign just bought Onesend, a specialist in tools for franchise, multi-location brands, and reseller agencies.  The company will add Onesend features to ActiveCampaign at some future date.

Maybe you’ve always wanted to see your TikTok video on a giant billboard, and maybe you haven’t.  Now it’s at least an option: TikTok has empowered brands (or wealthy egoists) to display TikTok content on billboards, kiosks, cinema screens, bars, restaurants, automobiles, gas stations, retail stores, and anywhere else a connected screen is available.  Oh brave new world!

Amazon Web Services (AWS) has added LiveRamp as a partner for the Entity Resolution service it launched in July.  The integration will allow AWS clients to connect their customer data with LiveRamp’s RampID, which in turn will enable expanded reach into different advertising audiences.  Earlier this month, LiveRamp announced clean room activation and enhanced identity resolution across all major cloud platforms.

Interpublic Group (IPG) also has a new ID resolution product: Real ID in the Cloud, which leverages IPG-owned Acxiom technology and enables marketers to enhance their first-party data without letting personal identifiers outside of the company’s control.  The trick, as you probably guessed, is to create a unique ID for each person and match on that instead.

Needless to say (but, I’d say it anyway since they pay me by the word), identity resolution is a critical component of customer data quality.  This Experian study finds that better customer experience is the most commonly cited benefit of improved data (42%).  Intriguingly, more companies say they invested in business user data skills (40%) than data professionals (37%) or data governance (35%).  It’s a bit concerning that while 83% have invested in data quality in the past two years, fewer than half say the investment has resulted in positive... Read More >

Twilio Segment has added a direct integration with Yahoo Connect ID cookieless identifier.  The deal will let Segment clients expand their addressable advertising options.  Yahoo, which has been on a tear since it was bought in 2021 by Apollo Global Management, also announced a new partnership that maps Connect ID to LiveRamp’s Authenticated Traffic Solution. 

Integral Ad Science (IAS) has launched a new product to help advertisers avoid Made for Advertising web sites.  A cynic might point out that nearly all web sites are made for advertising, but of course IAS means only the low-quality ones as highlighted by the ANA and other industry guardians.  As you’d expect, IAS uses AI to detect the MFA sites.

The European Union is pressing Meta, Twitter/X, Google and now TikTok to block terrorist propaganda related to the Hamas attack on Israel.  The EU’s hand is strengthened by the Digital Services Act, which requires very large online platforms to proactively remove illegal content.  Free speech rules limit U.S. regulators’ ability to take similar actions.

You can think of digital experience platforms as expanded versions of content management systems.  That’s certainly the case with Optimizely, which is the name adopted content manager Episerver after it purchased experimentation platform Optimizely in 2020.  They just launched Optimizely One, an integrated-but-composable “marketing operating system” that spans content creation, audience selection, personalization, experimentation, and analytics.

Narrative offers a platform for companies to buy, sell, and share customer data without violating privacy regulations.  They just concluded a deal that lets companies whose data is stored in Snowflake to code the data with Unified ID 2.0 tokens, making it available as advertising audiences through The Trade Desk.  It’s one more extension of Snowflake’s footprint in the customer data world.

Google has strengthened the indemnity against claims of copyright infringement that it provides to users of its generative AI tools.  The announcement notes that general indemnity was already in place for claims about training data.  It adds coverage for claims about outputs generated by Duet AI and Vertex AI.