Just for fun, let’s write about a company that’s not a CDP (and doesn’t claim to be). TruSignal builds audiences with first party data from multiple sources and applies an identity graph to build unified profiles. Sounds CDP-ish, but TruSignal only stores audience tags, while a real CDP stores full details of customer behavior. They’ve just updated their platform with a new user interface and audience building tools.
6sense started as a predictive modeling platform but has reinvented itself as a tool for account based marketing orchestration, in part leveraging its intent data and in part by purchasing the ZenIQ ABM platform. Something must have worked, since they’ve just raised another $27 million, their first round since 2015. Total funding is now $63 million.
Connected TV means more than addressing individual consumers: it means consumers can buy things through their video device. Sure enough, this study from Telaria and Hulu shows that connected TVs are the medium of choice for buyers of direct-to-consumer (DTC) brands. DTC buyers spend 70% more time streaming TV than using social media and 80% of DTC shoppers think DTC brands give them a closer relationship than shopping on Amazon. Serving this market is another way that Publicis will benefit from Epsilon’s direct marketing heritage.
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.