Sticking with CDP news, CaliberMind has added what it calls “chain based attribution” to its system. The methodology compares different customer journey paths to identify the incremental impact of each channel on results. Designed for B2B marketers, it works at the account level.
The Customer Data Platform Institute today launched RealCDP, a program to reduce the confusion plaguing the Customer Data Platform industry.
For marketers who prefer human assistance, martech services firm Ansira has purchased BrightWave, an agency specializing email and CRM services. It’s Ansira’s third acquisition in the past year.
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.