Data aggregator Acxiom has joined the Salesforce AppExchange, which will make it easier to add Acxiom data to customer records in the Salesforce CDP. Once in the CDP, the data will be available to the many Salesforce “clouds” for sales, service, marketing, loyalty, commerce, and whatever. We’ve said it before: third-party data is not dead.
Optimove just announced TikTok and Snapchat advertising integrations, making it easier to send audiences to those platforms. Optimove is already integrated with Facebook, Instagram, Google, Criteo, and other ad platforms. Still, it’s a good reminder that CDPs are increasingly used for acquisition in addition to reaching existing customers.
The US Federal Trade Commission (FTC) and EU regulators are eyeing Twitter with increasing alarm as new owner Elon Musk slashed global staff by 50% last week and top privacy and security officers quit in protest. Now, his employees fear they’ll be liable if (when?) laws are broken. Musk’s lawyer said there’s no need to worry about going to jail…. But now a Bloomberg News story based on a previously undisclosed FTC hearing document, quotes Twitter’s ex-head of cybersecurity saying it is a “ticking bomb of security vulnerabilities.” Also, FTC... Read More >
CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million. It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge. (See this blog post for more analysis.)