Demandbase has launched an ad buying platform that can target B2B audiences on Connected TV (CTV). The trick seems to be that they’ve mapped their B2B account database to CTV households. The solution can also incorporate Demandbase’s intent signals, performance measurement, and other magic.
One of the more legitimate criticisms of CDPs is that many systems can only load data that has a customer ID attached. While this isn’t a problem for the core CDP function of building customer profiles, it can limit other use cases, and some number of CDP vendors have removed the constraint. Zeotap recently joined that group.
Innovid is leveraging its CTV household data to enable conversion reporting on CTV, linear, and digital platforms. They match their CTV data with identifiers from other sources, including advertisers’ own first-party information and other industry-standard identifiers. The result will be cross-channel performance measurement without cookies.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.