CDP Institute

Nielsen is also excited about connected TV: they’ve just bought Sorenson Media, which helps to deliver addressable TV ads. Sorenson will join Nielsen acquisitions including Gracenote (automatic content recognition, which reports what’s viewers are watching) and Qterics (smart TV software and privacy management). They’ll all be part of an “Advanced Video Advertising” group whose mission is to provide tech to deliver ads, not just measure them.

But don’t abandon mobile just yet. When you take non-video ads into account, it’s still king: eMarketer reports mobile will account for $87 billion in U.S. media spend this year. That’s two-thirds of all digital advertising and just over one-third of the entire total ($238 billion). eMarketer pegs non-digital TV at just $71 billion.

It’s always a good day when we have actual CDP news for you, Dear Reader. Here’s some now: Lytics has raised a $35 million Series C, bringing its total funding to $58 million. The money will be used to grow product development, sales, and marketing. Huzzah.

More CDP news: mParticle has enhanced its audience management features. Lifetime Audiences lets marketers use data older than 90 days to build audience lists. User Attribute Forwarding lets exported audiences include attributes beyond customer identifiers. mParticle can also create real-time audiences with its AudienceSync feature.

Marketing Evolution combines data from multiple sources, but it’s not a CDP because it works at the campaign rather than customer level. One thing they share with CDPs is a need for quality inputs. So it’s relevant that they’ve just added automated features to assess and validate quality as new data is loaded into the system.

Attribution geeks, your day has come. We have three items on the topic. First: mobile attribution specialist AppsFlyer has added a suite of “people-based attribution” products which expand beyond mobile to “provide one holistic view of the customer journey across multiple touchpoints, connected devices, digital platforms, and media channels.”

Next, marketing measurement vendor Singular has announced “the first-ever cross-platform and cross-device ROI analytics solution”. It combines marketing spend data with customer behaviors gathered by its own SDKs and external systems to give ROI by campaign, publisher, creative, customer cohorts, and, yes, individual users.

Finally, connected device data vendor Kochava has expanded its ability to connect on mobile Web and in-app ad consumption on the same device, using deterministic rather than probabilistic methods. It’s not clear exactly what’s new but they seem very excited.

Lots of interesting news today, Dear Reader.

Meanwhile, commerce platform Kibo Software is also broadening its scope, in their case by purchasing behavioral personalization vendor Certona. Kibo, which offers solutions for retailers and manufacturers, was itself bought by private equity firm Vista Equity Partners in 2015. Kibo made four acquisitions the following year but this is the first since then.

More corporate canoodling: Bridgeline Digital is purchasing OrchestraCMS, the primary asset of bankrupt Stantive Technologies Group, for about $5 million. OrchestraCMS is a native Salesforce AppCloud app. If Bridgeline rings a bell, that’s they purchased SeeVolution’s Web analytics and Celebros site search assets just last week. You do not want to look at Bridgeline’s stock price.

In quick succession, we learn the U.S. Federal Trade Commission is considering a multi-billion (with a B) fine for privacy violations; the federal Government Accountability Office is recommending tighter privacy regulation, and a British Parliament report has called them “digital gangsters”. That’s gotta hurt. Maybe they won’t take over the world after all.