Private equity services vendor Bluewave won’t let you see their market outlook report unless you agree to talk with a sales rep. That would usually disqualify them from a mention here but they provide some useful information in their press release and, more important, are the latest industry observer to predict a pick-up in funding activities. So let’s consider it another straw in what’s turning into a pretty consistent wind.
Well-funded martech firms like Hightouch are exactly the kind of company that this LUMA Partners report predicts will make more martech acquisitions in the near future. Lots of other insights here, including the on-going strength of big tech companies, merger of adtech and martech, and distinction between composable strategies and best-of-breed. An easy read and well worth the time.
Few studies get into the statistically-valid details of first- vs third-party ad audience performance. This joint Magna and Acxiom effort is an exception, randomly assigning members of each audience type to test and control groups and measuring the impact of pre-roll video ads on brand metrics. The results were perhaps less impressive than the methodology: you probably could have guessed that first-party audiences contain more existing customers and third-party audiences, and both together yield higher results than either alone.
RudderStack, which styles itself “the AI Data Cloud Native CDP”, has unveiled a suite of Data Apps running on its Customer 360 solution, which in turn runs within Snowflake AI Data Cloud. The apps support the fast delivery of data projects — for example, attribution data and propensity scores — from data teams to business stakeholders. They are now available to Enterprise Tier RudderStack customers on Snowflake.