Retail-focused CDP vendor Bridg has been purchased by Cardlytics, which provides targeted ads within bank loyalty programs. The announced price was an eyebrow-raising $350 million plus $100 to $300 million based on future performance. In addition to its CDP, Bridg has a 235 million consumer database that can identify otherwise-anonymous in-store retail buyers.
Identity data vendor Stirista has launched a new identity graph, OMNA, that is updated with real-time transaction data to track consumers’ devices, locations, and IP addresses. The data can be appended to a company’s own customer files or used to target advertising. Stirista’s strength is connected TV and over-the-top TV information.
Microsoft announced a deal to buy speech recognition expert Nuance for $19.7 billion, an impressive 13x revenue and 23% above the closing stock price on Friday. Microsoft described the deal in terms of expanding its position in the healthcare industry, where Nuance is especially strong. Marketers will note there are plenty of other applications for what Nuance does.
Some CDP vendors build their own identify management systems and some let clients choose for themselves. Treasure Data, which falls into the latter group, has just integrated Neustar’s Unified Identity solution for data hygiene, identity resolution, enrichment and audience segmentation. They already have similar arrangements with Acxiom, Allant and Tapad.