Over on the ecommerce side, we have a strategic global partnership between ecommerce platform Elastic Path and BloomReach, which offers semantic AI-based recommendations and Web content management. The alliance is positioned as helping marketers who want to use best-of-breed products, so you can think of it as an alternative to consolidation. No details on what, if anything, the vendors will do to make their systems work together.
Openbridge provides a data integration software and services with prebuilt connectors for over 600 systems, including many marketing automation, personalization, and analytics tools. They’ve built some connectors themselves and have now launched a “data marketplace” including connectors from other vendors, including the Segment CDP as well as Fivetran, Funnel, Stitch, and Alooma. Openbridge also provide professional services to help with challenges such as customer identity matching. It’s an interesting approach.
There’s probably a Yiddish proverb about every cloud having a silver lining, but I don’t know it. In the meantime, ad buying platform Amobee is treating brand safety and fraud prevention as promotable features. Amobee scans programmatic inventory from more than fifteen exchanges, filtering suspicious bids, fraudulent mobile apps, and objectionable content. Buyers get refunds if verified errors slip through.
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.