Acquia announced yesterday that it will purchase CDP vendor AgilOne. The deal is part of Acquia’s strategy to expand beyond its base in Web content management to become a full-scale marketing cloud. Acquia bought marketing automation platform Mautic earlier this year and was itself purchased by Vista Equity Partners. See this post for CDP Institute founder David Raab’s comments on the deal.
You haven’t been very interested in generic data management technology, Dear Reader. But it can supplement or compete with a CDP. Therefore: self-service data preparation vendor Paxata has been purchased by self-service machine learning vendor DataRobot. The deal will make it easier to prepare training data – a common role for a CDP.
Let’s finish with a survey. IDG found that, true to stereotype, IT buyers’ favorite content is product information: tests, reviews, demonstrations, and literature. They’re much less interested in case studies, how-to content, ROI calculators, and opinion columns. They’re also not very interested in market research, so I’ll stop right here.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.