Also in the cloud: Adobe and Microsoft announced new integrations connecting Microsoft’s Dynamics CRM to Adobe’s Marketo and Campaign products and connecting Marketo to Microsoft’s LinkedIn data. Adobe Magento will soon be available on Microsoft’s Azure cloud platform, joining Adobe Experience Platform (CDP) and Experience Manager (CMS).
When Microsoft bought LinkedIn for $26 billion, observers suspected the justification for the price was closer connection of LinkedIn data with Microsoft’s Dynamics CRM system. Sure enough, the company has just announced a “Data Validation” feature that will automatically update Dynamics CRM when LinkedIn learns that a contact has changed companies. As Microsoft puts it quite nicely, “It’s one simple field – but with a lot of powerful uses for Sales Operations teams and users alike.”
IntentData.io isn’t giving up on third party data quite yet. They’ve just announced a new intent data algorithm that combines custom category development with high-speed activation. No mention of privacy issues but you can bet they have an answer.
Scope3 is expanding into brand safety and fraud detection turf of Integral Ad Science and DoubleVerify. Amazon DSP is the first company to integrate Scope3’s Agentic Media Platform, which eliminates made-for-advertising, fraud, non-brand-safe, and climate-risk inventory by default. A separate Brand Standards product, built on top of the Agentic Media Platform, lets companies connect with expert AI agents to apply additional content standards.