Targeting data company Claritas is also plunging ahead with business as usual, announcing purchase of Barometric, which connects mobile IDS to people to optimize ads and measure results. It’s an expansion beyond Claritas’ traditional business in offline marketing. Remember when PRIZM codes were the hot new thing? Me neither.
Identity resolution vendor Signal has joined the Adobe Exchange Partner Program, adding its 300 million persistent IDs to the Adobe Audience Data Management Platform. This means personal identifiers stored within the DMP can be linked in real time to Signal IDs, which in turn may be connected to other types of data.
Finally, Marlin Equity Partners completed its purchase of media collaboration platform SHIFT, which specializes in sharing content for the media and entertainment industries. Marlin is another frequent martech investor, with a portfolio including Aprimo, Bazaarvoice, and Blue Hornet.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.