ActionIQ is supporting marketing and non-marketing activities in the healthcare industry by adding HIPAA certification. We don’t usually report when a CDP vendor adds a new certification but I have a trend quota to meet.
CDPs used outside of marketing are a long-term trend. We have two examples today. First is Treasure Data’s new “CDP for Service”, which provides tighter integration between the CDP and Zendesk, Salesforce, and Genesis customer service systems. Key benefits include letting agents see the customer profile stored in Treasure Data and providing AI-driven recommendations to guide agent actions.
LiveRamp is expanding in a different direction by adding an enhanced TV platform. It will use LiveRamp’s individual identifier, RampID, to connect data about advertising audiences and results across linear TV, streaming TV, and digital video. Partners include Innovid, E.W. Scripps Company, Publica, Philo, Plex, Univision and Dish.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.