Lots of wheeling and dealing today, Dear Reader. Closest to home, account-based marketing platform Terminus has purchased B2B CDP Zylotech. It’s Terminus’ fifth acquisition, and will tie together the data silos that would otherwise result. Price wasn’t announced.
Google isn’t the only company trying to help advertisers identify their customers without cookies. IPG subsidiary Kinesso has just launched “Kinesso Intelligent Identity” (a.k.a. “Kii” and pronounced “Key” – get it?). Like other solutions, it relies on consumer-provided identifiers, although Kinesso says it “typically” finds 20% more matches across more channels, apparently because it has more identifiers to match against. Your mileage may vary.
Cloud communications vendor Sinch has expanded into email with the purchase of Pathwire, which owns email delivery companies Mailgun, Mailjet, and Email on Acid. Price was $925 million in cash and $1 billion in Sinch stock, or about 14x Pathwire’s $132 million revenue. The deal is Sinch’s fourth acquisition this year, including messaging platforms MessageMedia ($1.3 billion) and MessengerPeople ($55 million) and voice interconnection provider Inteliquent ($1.9 billion).
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.