Attribution platform Kochava is also upping its measurement game. They’re working with email ad vendor LiveIntent to match LiveIntent’s 290 million anonymized, email-based IDs with Kochava’s 1.7 billion email-to-device pairs. Clients will be able to add their own email-based data to the mix and use the results for activation, targeting, and measurement.

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.