The News Gods delivered three identity resolution items today, Dear Reader. Maybe they got a volume discount. First is Merkle’s announcement of the Merkury (get it?) Identity Resolution Platform, which helps brands and publishers create, enhance and share private identity graphs. Partners include publishing, identity data and adtech firms. Applications include programmatic trading of cookie-free customer IDs. Head explodes.
Habu, which just came out of stealth with $15 million in funding, calls itself a “marketing data operating system” for “stitching together marketing and advertising data from multiple platforms to deliver a relevant consumer experience across all channels”. That sounds like a CDP but they are taking a non-CDP approach that includes analyzing data inside the “clean rooms” offered by Google, Facebook and other walled gardens. The founders held senior positions at Krux and Salesforce, which either helps or harms their credibility.
Definitely not by coincidence, two Localytics co-founders have announced their next business, which they’ve been working on since leaving Localytics more than a year ago. Demand Sage will offer automated customer analytics to small and mid-sized businesses. It will initially extract data from Hubspot, uncover useful insights, and place the results in Google Sheets.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.