mParticle has announced the beta release of a feature to forward data erase requests to integrated systems including Amplitude, Blueshift, Braze, and Kochava.  Such requests must be honored under many privacy regulations including the European Union’s GDPR, California’s CCPA/CPRA, and Brazil’s LGPD.  It’s one more example of how CDPs are overlapping with privacy management systems.

Connecting social media measurement with traditional media measurement is yet another trend worth watching.  Comscore is on it: they just bought Shareablee, which uses a proprietary taxonomy to classify videos, images, and articles across major social media platforms.  Comscore will integrate Shareablee’s social audience insights with its existing media measurement tools.

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.