CDP Institute

Adobe Summit wrapped up yesterday with a couple more CDP-related announcements. One is an integration with The Trade Desk that enables ad targeting based on email addresses.  Another is a tighter partnership with IBM-owned The Weather Company, which will support weather-related analytics and customer targeting.

Google announced a plan to phase out its legacy free analytics product, Universal Analytics, and replace it with Google Analytics 4 by June of 2023.  It will also stop capturing visitor IP addresses, which European regulators are starting to treat as personal data.

Salesforce has launched a collection of services for the healthcare industry, including a “Patient Data Platform” based on the Salesforce CDP.  Other components include patient health scoring, a commerce portal, and case coordination using Slack.  Healthcare is an industry that came late to CDP adoption but is now a growth area.

Digital promotions company Quotient, whose best-known business is Coupons.com, has launched a multi-touch attribution product.  The system matches consumer purchases against impressions from on-site and off-site display ads, digital out of home ads, and sponsored search ads delivered by Quotient.

More consumers are adopting privacy-protection measures like incognito browsing, even though they also report higher trust in brands that use their data for personalized marketing and services, according to this Cheetah Digital research.  The 91-page report shows details by country, industry and age group for questions about loyalty, privacy, and personalization.  Hours of fun.

Adobe opened its Digital Experience Conference yesterday with a variety of announcements. CDP news included real-time access to CDP profiles by Adobe Target, Adobe Commerce, Adobe Sensei, and OneTrust consent management. They also made it easier and faster to connect with non-Adobe systems through integration with Adobe Experience Platform Edge Network’s geographically distributed servers.

B2B CDP Calibermind announced a $8 million Series A funding, bringing total funding to $14.4 million.  Calibermind makes heavy use of AI for analytics and data integration.  Unlike many B2B CDPs, they don’t supplement clients’ own information with compiled data.

Training has always been a problem for marketers, and pandemic-induced isolation has made the need even greater.  MarketingProfs has documented the problem, finding that just 31% of B2B marketers feel their team is very effective in their roles and only 19% feel personally well prepared for their future.   Beyond lack of time, the biggest challenge with training is it’s too focused on theory.

Reports of collusion between Google and Facebook (now Meta) to skew the display advertising market have apparently caught the eye of European regulatory agencies. Both the European Commission and the UK Competition Market Authority have opened investigations into the “Jedi Blue” agreement. The collusion was originally revealed in a lawsuit led by the Texas Attorney General.

We don’t write a story every time that Acxiom adds a new client for its Real Identity matching service.  But we mentioned their deal with Treasure Data two weeks ago, so it’s only fair to report that they’ve now connected with the Sitecore CDP, which was formerly Boxever.  The real-time integration is also a good reminder that many CDPs rely on third parties for identity matching, rather than using their own services.

You may think of Typeform as a no-code form and survey builder, but they describe themselves as a “conversational interaction platform”.  Apparently, their investors find that an appealing position, since they’ve just raised a $135 million Series C, bringing total funding to $187 million.  The company says it has over 125,000 users across paid and free products.

First-party data is the new whatever-commodity-you-think-is-most-precious (personally, I go with Fritos).  So the lust to assemble more of it drives many industry deals.  For example, TV measurement vendor iSpot recently bought Tunity, an app that lets users listen to TV audio  in public places like bars, if you remember what those are.  There’s some advertising revenue to be gained but the real value is tracking out-of-home TV viewing.