CDP users are happier than non-users with their marketing technology results, according to this survey from the CDP Institute. Hey, we don’t make the facts, we just report ’em. Lots more about what buyers expect from CDP systems, martech best practices, and state of the stack.
You weren’t terribly interested in yesterday’s items about IT tools to build unified databases, Dear Reader. But I’ll double down with news that Google Cloud and Informatica have announced a strategic partnership along the same lines. At least they are familiar company names. Informatica also announced a partnership with analytics data platform Databricks. You’ll recall Informatica bought the Allsight CDP in March.
Still catching up from last week: media services provider Brand Network bought Clickable, an advertising management and reporting firm. The combined operation has been rebranded as Azalea Commerce which will help retailers sell advertising on their Web sites. Let a thousand walled gardens bloom!
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.