Ah, first-party data.  Everybody loves you.  That’s why programmatic adtech company TripleLift just spent a reported $150 million to purchase 1plusX, which enriches publisher first-party to create enhanced audience profiles.  TripeLift itself was bought one year ago by Vista Equity Partners.

OTT (Over-The-Top) TV, which refers to video delivered outside of cable or satellite networks, targets ads with first-party data owned by the service provider.  This Pathmatics report finds it accounted for 13% of total digital ad spending in recent months and reaches 72% of U.S. households.  Fun fact: the average consumer watches video on three devices (not necessarily all at once).

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.