Consolidation does happen. App analytics vendor AppsFlyer just bought oolo, a user acquisition platform that analyzes live app data to forecast campaign performance and identify opportunities. The deal comes just one month after AppsFlyer bought app analytics provider devtodev. Both products will help to populate AppsFlyer’s new Privacy Cloud Marketplace.
Composability plays a starring role in Scott Brinker and Frans Riemersma’s latest analysis of the martech universe. While other observers regularly predict a consolidation that still hasn’t come, Brinker and Riemersma remain bullish on industry growth. This report from digital analytics vendor Heap supports their view: 40% of respondents are using more tools in their tech stack this year while just 22% are using fewer. Budgets are up at 32% and down at just 16%.
If you wonder why we write about so many obscure ad audience products, it’s to show how the industry is struggling to solve the loss of data from third party cookies and mobile devices. Today’s entry comes from adtech firm VideoAmp, which is launching a solution that commingles identity data from multiple suppliers to build larger audiences than any one source can provide. The mingling happens in VideoAmp’s data clean room, so proprietary information is not exposed.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.