Location data plays an increasingly important role in marketing analytics, especially as tracking known individuals is constrained by privacy regulations. So it makes sense that Clearlake-backed data quality vendor Precisely has decided to purchase location data leader PlaceIQ. The deal will (literally) add a new dimension to Precisely’s data enhancement and targeting capabilities.
If you want to put marketing and advertising in a broader context, take a look at Winterberry Group’s 13th annual Advertising, Marketing, and Data industry outlook report. They’re bullish on industry growth in general, reporting a 21.5% increase in 2021, after a 4.8% decline in 2019, and projecting another 11.8% growth in 2022. Fun fact: Winterberry says more is spent on influencer marketing and on audio marketing than on email.
The term “revenue operations” is having its moment of buzz. It’s how Clari describes itself, although “sales forecasting” might be more clear. In any case, Clari just raised a $225 million Series F, bringing total funding to $496 million and quadrupling the company’s valuation in two years.
It’s deal-making time for generative AI model builders and publishers who can provide them with quality data. Germany publishing giant Axel Springer is trading access to its data for Microsoft adtech, AI, and Azure hosting solutions. Meanwhile, The Financial Times has struck a deal with OpenAI to license its content with attribution of summaries and quotes.