CDP Institute

In-the-moment personalization vendor Movable Ink is adding the ability to autonomously generate personalized content, subject lines, send time, and frequency for individual recipients (within guidelines and guardrails). The new feature, Agentic Campaigns, will continuously optimize creative and messaging through real-time experimentation. It will be available for email, web, WhatsApp and RCS.

OpenAI has released an open source airline customer service agent. Not a commercial product, it’s intended as a demonstration of how developers can build agents and multi-agent workflows using the Agents SDK. Good news for teams hoping build and deploy their own AI agents at scale. Not so good news for vendors hoping to sell out-of-the-box AI agents.

Nearly half of B2C marketing teams (45%) use more than ten marketing tools, according to this Klaviyo survey. Seems like a lot, but we don’t know whether the trend is up or down. CDPs are a more common investment priority than cloud data warehouses (31% vs 23%), although the top priorities are CRM (47%) and marketing automation (39%). Perhaps worth noting that Klaviyo is a marketing automation system with a CDP inside.

Pretty soon it will feel odd when you can’t click on an ad to buy something. PayPal is advancing that glorious future by transforming open web advertisements into fully functional storefronts. Somewhat related: Dentsu and Roku have advice on what makes shoppable TV ads succeed (hint: it’s more than personalization).

Continuing to enforce only laws he likes and ignore the rest, President Trump has further extended TikTok’s ability to operate despite a U.S. law requiring that it be sold or shut down six months ago. You may recall that the pre-election panic over TikTok sharing U.S. data with the Chinese government somehow vanished after the President learned GOP mega-donor Jeff Yass held a major TikTok investment.

Here’s our latest Yes-You-Should-Worry-About-AI roundup. Salesforce research shows AI agents exhibit “near-zero confidentiality awareness” when using customer data, while Anthropic research shows AI models can often sabotage user intentions without being caught by the AI models that are supposed to monitor them. And Asana found the much-touted Model Context Protocol exposed Asana data to other MCP users.

Is AI working for humans or are we working for AI? Let’s just note that the goal of Adobe’s new LLM Optimizer (no release date available) is helping a brand’s content appeal to LLMs like ChatGPT and Perplexity. More evidence that agentic traffic is gaining importance compared with traditional search.

The robots are (apparently) under control at commerce media platform Criteo, where they’re helping advertisers buy retail media ads programmatically, making it easier to run campaigns across multiple retail media channels. Auction-based buying will also help channels sell inventory not sold through traditional purchase methods. It’s a competitive challenge to similar features in Google’s Ad Manager and Ad Exchange.

Almost all the 637 business leaders (96%) interviewed by Twilio for their new State of Customer Engagement report say they plan to develop their next customer experience tool in-house. We’re not sure quite what that means, since many more than that also plan to buy something — including 24% investing in a CDP. Lots more here about tech stacks, AI, customer attitudes, personalization, and trust.

Supermetrics, the marketing intelligence and analytics platform, has acquired the CDP Relay42, another example of an independent CDP being picked up by another kind of vendor although not this time a digital experience platform. The companies plan to connect Supermetrics’ insights into campaign performance with Relay42’s customer data and personalization technology.

Tealium is introducing CloudStream, which will give direct, real-time access to data stored outside of Tealium. Unlike some other systems, Tealium does not import or cache the data before it can use it. The system automatically maps data in cloud data warehouses and makes it available to users in combination with data collected directly by Tealium through the company’s AudienceStream activation tool.

People of a Certain Age may recall when paid streaming services like Roku and Amazon Prime were ad-free, but that was then. Today, streamers compete to offer as much inventory as possible. A new partnership will map Amazon audiences onto Roku viewer IDs, enabling ads purchased through the Amazon DSP to reach a combined audience representing more than 80% of U.S. CTV households.