Adtech company RhythmOne isn’t targeting individuals but can measure audience demographics in its network of “TV-like” experiences on mobile apps, Web sites, and connected devices. Its latest offer is guaranteed delivery to specified audience demographics, verified against comScore’s cross-platform measurement. Apologies for the jargon but if this is important to you, it will make sense.
Restaurant and retail CRM specialist Bridg has launched a Customer Data Platform that ingests data from external and internal sources, matches transactions to customer profiles, sends segment to delivery systems, and lets other systems access the data through APIs. Yup, that’s a real CDP. Whether it’s “the first CDP for brick-and-mortar retailers” is debatable but does it really matter?
Simon Data, which builds a unified customer database and pushes segments to channel systems, has raised a $20 million Series B, bringing total funding to $32 million. Simon refers to its database as a CDP but it’s not clear it exposes its contents to other systems, as in the CDP Institute definition. It does support test splits and predictive models.
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.