Marketers are struggling to identify customers in the face of increasing privacy restrictions. Experian is offering a new solution that uses signals from multiple sources to connect Mobile Ad IDs (tracking codes associated with mobile devices) to other identifiers. It’s part of their MarketingConnect identity resolution product.

This study from investment firm ComCap puts these deal in perspective with an overview of the marketing software industry and deep(ish) dives into customer engagement platforms (personalization engines), digital experience platforms (delivery engines), and CDPs. They project a 27.5% annual growth for CDP from 2019 through 2025. Also includes detailed lists of marketing software funding, acquisitions, and public companies.

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.