TransUnion’s marketing arm TruAudience is partnering with data clean room vendor Samooha, which was purchased last year by Snowflake. Users will be able to access TransUnion’s marketing identity graph natively within Samooha and securely collaborate in sharing customer data without compromising privacy.
Although 70% of consumers are mobile gamers, 21% of mobile gamers aren’t reached by social ads. With 150 million mobile gamers in the U.S., that 21% represents a large potential audience. Games represent 10.6% of all mobile time spent but only 3.9% of total ad spend, leaving big opportunities, according to a report by mobile ad agency Digital Turbine in collaboration with app intelligence firm Apptopia.
Most CDPs are focused on marketing, but the category also includes customer success platforms like Totango. Speaking of Totango, they just merged with Catalyst, a customer growth platform. The goal is a complete view of customer health as well as account, cross-sell and upsell management.
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.