There’s a geeky sort of comfort in applying the familiar build vs buy debate to CDPs. But the boring truth is every company will do a mix of both. Twilio Segment has further blurred, or maybe clarified, the issue with a new Developer Toolkit that helps technical staff tailor their Segment CDP to their own business needs.
Advertisers hoping to avoid placements on misinformation news sites can now rely on exclusion lists prepared by the NewsGuard rating service, The lists will be available through Comscore’s contextual targeting solution, which applies pre-bid inventory filters to programmatic ad purchases. NewsGuard creates a trust score for news sites based on criteria such as publication of false content, corrections when errors occur, and source of funding.
CDPs are fun, but they’re just a tiny corner of the martech industry. Adobe has provided today’s reality check by paying $1.275 billion for Frame.io, whose very narrow function is to provide review and approval functionality for video creators. That’s not to say Frame is insignificant: they have about 275 employees and claim more than one million users.
Salesforce has announced a new solution, Unified Knowledge, that will pull data from third-party systems thus supplementing Salesforce Data Cloud with external information sources. Initially, this is mainly aimed at helping Service Cloud users in combination with Einstein for Service’s generative AI. It was developed through a strategic partnership with AI vendor Zoomin.