CDP Optimove Raises $75 Million
There’s nothing like a hefty CDP funding round to start the week. We have that today courtesy of Optimove, which announced $75 million raise, bringing its total to $95 million.
There’s nothing like a hefty CDP funding round to start the week. We have that today courtesy of Optimove, which announced $75 million raise, bringing its total to $95 million.
Switching to ad measurement: NielsenIQ has purchased omnichannel analytics vendor Data Impact and e-commerce purchase panel builder Rakuten Intelligence. The deals will extend NielsenIQ’s own retail sales data to provide a more complete view ecommerce results. Separately, Accretive Media has launched an automated out-of-home ad measurement product that combines data on screen locations, consumer households, online and offline sales, foot traffic, website visits, and app downloads. Also: LoopMe has introduced PurchaseLoop Measurement, which uses surveys to measure brand lift across all digital channels in real time.
In classic lemonade-from-lemons style, Google is adapting to the loss of cookies by switching Google Ads’ default conversion reporting away from click-based methods to machine learning-based attribution models. The company swears its technique drives lower cost-per-acquisition, and it probably does. But it also requires you to trust that they’ll honestly report results since there’s no way to check their work.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.