Twenty-seven billion dollars will be spent in 2024 on data, data services and infrastructure in support of some $270 billion in U.S. media buying across data-driven channels according to a white paper from strategic consultancy Winterberry Group. This spend is set to surpass $33 billion by 2027. Also foreseen, the evolution of CDPs from “systems of record” to unified intelligence and data management platforms.

Proximic by Comscore’s natural language processing engine and AI contextual categorization technology will deliver to Epsilon insights into content including brand suitability and inventory quality in a new partnership. The contextual classifications will be used by Epsilon Digital, the company’s adtech platform. Contextual data is seen as increasingly valuable in an ad eco-system no longer supported by cookie-like tracking signals.

Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.