Act-On Software has created a Data Lake that will let users import first- and second-party data and account data enrichment. The Data Lake will integrate with Snowflake and Snowflake Data Marketplace to support data sharing within the Snowflake ecosystem. The company calls it a “private CDP” which is an odd phrase but the data sharing via Snowflake might just let it meet CDP requirements.
The growth of programmatic ad spend will be double that of nonprogrammatic in 2024 according to a forecast by eMarketer Insider Intelligence. Around 90% of ad dollars will transact programmatically despite concerns about transparency and control. Mobile will continue to be the programmatic channel of choice; it has commanded at least a 70% market share since 2018.
Integrate, the B2B demand management platform, has launched Performance Center, providing AI-powered insights to support accelerated marketing decision-making. The new solution will help identify gaps in buying groups at accounts and create trust and reliability scores for media and content syndication partners. The score is based on tracking millions of data points to assess campaign performance.
American Express is the latest company to make its customer data available in a retail media network. Amex Ads provides contextual targeting based on extensive first-party data, as well as ad measurement for online and offline sales. The program is currently available on AmexTravel.com and will expand to other platforms in the future.