You may recall Firefly, which sells car-top and in-car ads on taxis and rideshare vehicles. Fun! They just added audience-based planning using individual-level data from Neustar. Marketers won’t target specific individuals but can identify the best placements to reach audiences with specified profiles.
Omni-channel commerce platform Kibo bought personalization vendors Monetate and Certona back in 2019 with the intent of combining commerce and personalization in one solution. Kibo hasn’t dropped that vision, but just sold its personalization tools to a private investment firm which will market them to other companies under the Monetate brand. Kibo will continue to use the tools in its own system.
Podcast platform Acast has launched a different flavor of audience-based targeting: it matches its own identify graph of podcast listeners with advertisers’ customer lists. The new capability doesn’t rely on cookies or device IDs, but does use IP address, which European regulators are now treating as personal data. But that’s okay: the new service is only available in the U.S. and Australia.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.