ActionIQ and Neustar have added their own identity resolution partnership.  The deal will include unification, enrichment, and activation based on Neustar’s Unified Identity product.  If you’re wondering why integrations like this are needed, remember that many companies don’t have enough data of their own to build a comprehensive identity graph.

Covid may have changed some things, but consumers worldwide are as cynical about brands as ever, according to the latest Havas Meaningful Brands report.  Fewer than half (47%) see brands as trustworthy and 71% doubt brands will deliver on their promises.  Despite this pessimism, 73% of consumers believe that brands should act for the good of society and 53% say they’d pay more for a brand that takes a stand.

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.