Business marketing has been a growth area for CDPs in the past year or two. ActionIQ entered that arena last week with a B2B edition of its enterprise-oriented CDP. Special features include partnerships with B2B data vendors, a B2B-specific data model, and integrations with B2B marketing tools including Account-Based Marketing and product analytics systems.
The move, aimed at tightening Beijing’s grip on tech companies, is projected to include allowing users to turn off algorithms – and may result in regulation stricter than GDPR.
Google continues to offer features to adjust to the loss of third-party cookies. Its latest is an enhanced conversion API that enables server-side identity matching: brands tag their Web sites to capture the identities of people who convert and sends the identifiers to Google, which then reports which of those people Google has a record of serving an ad. It’s third-party cookie-free but only works when consumers log in or otherwise identify themselves to sites that serve the ads. CDP vendors Tealium and Twilio Segment have prebuilt connectors to simplify... Read More >
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.