Xandr is the advanced advertising arm of AT&T, another familiar name. They’re also making it easier to target individuals across traditional and connected TV, mobile, and online devices. The tool is Community, an video advertising marketplace with inventory from more than 15 premium content publishers.
One of the less-recognized subspecies of Customer Data Platforms are customer success systems, which need unified customer data for their own purposes. The Natero customer success system builds a complete view, although I don’t know whether they meet the RealCDP requirement of making it accessible to other systems. I do know they were just purchased by Freshworks, a unified marketing, sales, and support system that specifically wanted Natero’s data assembly super powers.
MarkLogic also helps technicians build databases, offering a data hub for integration and a NoSQL database for storage. They’ve now added “embedded machine learning” to optimize personalization, customer service, and other things. No claims here to be a CDP.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.