You don’t usually show much interest in ad fraud, Dear Reader. But $227 million is enough to attract anyone’s attention and that’s how much mobile ad fraud prevention company Adjust raised yesterday. Berlin-based Adjust is expanding globally and broadening its product line to incorporate analytics, cybersecurity, and ad campaign management.
Dun & Bradstreet yesterday announced a deal to buy B2B CDP Lattice Engines. The company describes the purchase as complementing D&B data with Lattice’s AI-based marketing analytics. And they’re not shy about terminology: the headline announcing the acquisition says it will “position Dun & Bradstreet as leading Customer Data Platform provider.”
Maybe you don’t trust a CDP vendor’s survey about data integration. Well, Adobe is definitely not a CDP vendor and their recent Digital Trends Report by Econsultancy also found that building a holistic customer view is marketers’ top challenge (44%), followed by tracking marketing effectiveness (41%) and ensuring consistent experience (40%). Even more impressive: 32% of customer experience leaders had a highly integrated cloud-based technology stack compared with just 7% of non-leaders. More here about priorities, impact of data privacy rules, and other interesting topics.
Do not confuse Snow Software, which helps companies track IT costs, with Snowflake, a cloud database often used for CDP-ish solutions. Do take note that Snow has just been sold to Flexera, which also helps companies optimize their return on tech investments. It’s a helpful reminder that cost-conscious IT departments are more than happy to “help” marketers who are doing a poor job of controlling tech spend.