CDP BlueConic has sold a majority share to Vista Equity Partners, whose high-profile martech investments have included Drift, Gainsight, Marketo, and many more. No details were announced but the deal gives BlueConic resources to compete against increasingly well-funded industry leaders.
Walled gardens don’t need to struggle with audience measurement because they already know who sees what. NBCUniversal is taking advantage of that omniscience by launching NBCUnified, which integrates first-party data on 150 million individuals and 80 million households collected through movies, video, ecommerce, subscriptions, theme parks, and heaven knows what else. The data is enhanced with third party information and made available for ad targeting.
CDP Algonomy announced a deal to buy Linear Squared, which offers AI-based retail demand planning and forecasting. It’s a good example of a vertical CDP expanding its industry-specific features. Algonomy is the renamed combination of campaign CDP Manthan and recommendation engine RichRelevance, who announced their combination in late 2019 and closed that deal in early 2021.
In the same way that Ginger Rogers did everything Fred Astaire did, but backwards and in heels, B2B marketers do everything that B2C marketers do with more complex data and fewer information sources. Tech can help. Demandbase just announced Buying Group AI, which uses you-know-what to identify buying team members and their roles. It’s in beta for now.