Acoustic Marketing Cloud also has new tricks, in the form of message creation tool Multichannel Composer. The Composer is all about empowering marketers to create complicated content, segmentations, and multi-channel campaigns without help from technical staff. Acoustic is descended from a collection of marketing tools that IBM spun off in 2019.
Email and messaging platform Klaviyo has launched Klaviyo One, which helps large brands to “ingest, unify, store, query and analyze customer data, from any integrated source, from any period of time”. It sounds suspiciously like a CDP, although Klaviyo avoids the term and it’s not clear how easily the unified data can be shared with other systems. Klaviyo’s 200+ existing integrations include CDPs Lexer, Lytics, Optimove, Simon Data, and Twilio Segment.
Unified ID 2.0, a first-party-data-based ID-sharing standard developed by The Trade Desk, probably has the widest acceptance of any third-party cookie ID alternative. Amazon Web Services just made adoption easier by adding UID 2.0 operator services as an option in its AWS Marketplace. Users will gain a trusted environment where they can anonymously match their own first-party data to ad opportunities.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.