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Adtech Vendors Rush to Fill the Identity Gap

Bees to honey or sharks to blood? Either way, adtech vendors keep swarming to replace lost customer identifiers. In today’s news: ad platform LoopMe reports its predictive models for inflight campaign optimization work 96% as well when identifiers are removed, apparently because they look at real-time behaviors rather than history. MetricWorks has combined econometrics and automated experiments to measure the incremental impact of mobile marketing campaigns. Amobee and InfoSum are partnering to enhance Amobee’s audience targeting with InfoSum’s privacy-safe audience data.

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Salesforce Adds ABM Features

March 17, 2021

Salesforce is claiming a bit more Account Based Marketing turf with a pair of new features.  One uses Einstein AI to find and prioritize key accounts.  The other, more intriguingly, lets marketers create “personalized ABM campaigns for every buyer within top-tier accounts…even if they do not have any contacts for that account”.   That’s either really hard or really easy.  I think what they mean is the campaigns are ready to go when a contact does show up.

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Grammarly Raises $200 Million to Help People Write Better

November 24, 2021

If robots wrote the news, would they write about other robots?  I ask because there’s been a suspicious burst of items about AI-powered writing tools, just when live journalists might have set things on autopilot so they could sneak out early for the holiday.  Top of the list: writing-suggestion platform Grammarly just raised $200 million at a $13 billion valuation, doubling total funding to $400 million.

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