Oracle has added real-time streaming Web analytics (Oracle Infinity) and advanced audience segmentation (Oracle CX Audience) to its CX Cloud. Descriptions of both products tout customer data unification across silos, although CX Cloud already has a separate Customer Data Management Cloud that builds and exposes a consolidated master profile. There’s also the Data Cloud, their Data Management Platform (DMP) that includes both known and anonymous identities.

The focus on monetizing personal data arguably misses the point, which is that consumers want to control the data itself. Sovrin Foundation uses blockchain to give users a self-controlled credential to verify their identity in digital signatures. It conceives of itself as a “global public utility”. Cool. The Foundation just announced support from IBM, which joins a number of other, much smaller “founding stewards”.

Treasure Data will provide its system to free for companies that are stuck in contracts with other CDPs. The trade-up program is available to companies with roughly firms with $1 billion or more revenue, that already have a competitive CDP in place. There will still be some costs for services to make the conversion but Treasure Data says these are fairly small since it has considerable experience with such projects.