Forget right message to the right person at the right time. The real Holy Grail of marketing is tracking behavior after those messages are delivered. Just-launched Channel99 uses a combination of website tags and ad pixels to measure exactly that, at least for B2B accounts. Woot.
Microsoft Advertising has expanded its search ad buying platform to include video and connected TV campaigns. The integration will let advertisers take advantage of search data to target the video and CTV audiences. They also announced that Microsoft Monetize, the ad sales platform that was formerly AT&T Xandr, will make the ID5 universal ID available to its publishing clients, expanding the addressability of their cookieless inventory.
We’re not quite ready to party like it’s 2019 but there was a touch of déjà vu yesterday when Klaviyo’s share price soared 23% after its initial public offering, which had already been repriced above its target. The offering gave Klaviyo a valuation of $9.2 billion or roughly 20x its 2022 revenue.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.