ActionIQ has integrated with Merkle’s Merkury identity platform, making it easier for clients to match, enhance, and activate customer profiles. The relationship isn’t monogamous: ActionIQ has similar deals B2B data vendor Data Axle and B2C data giant Neustar. They also just became available on the AWS Marketplace.

Neustar has other news: they just launched Fabrick Impact Assessment, which will predict the impact of cookie- and device ID loss on your company’s media and measurement investments.  There’s a free tool that gives a rough answer based on how much advertising a company does in different channels, and a more elaborate version that (apparently) applies an impact score to specific vendors.   Need we add that Neustar’s offers identity alternatives to cookies and device IDs?

Do not confuse Snow Software, which helps companies track IT costs, with Snowflake, a cloud database often used for CDP-ish solutions.   Do take note that Snow has just been sold to Flexera, which also helps companies optimize their return on tech investments.  It’s a helpful reminder that cost-conscious IT departments are more than happy  to “help” marketers who are doing a poor job of controlling tech spend.