Retention-oriented CDP CleverTap has purchased app marketing system Leanplum. The deal will give CleverTap a new set of advanced personalization tools and greater geographic reach. Price was not disclosed.
CTV creates reporting challenges because ads are sold by many different device owners and streaming service providers. Nielsen has just improved deduplication within its CTV audience reporting by adding information from Samsung and Vizio smart TVs. It’s part of their Nielsen ONE cross-media measurement project.
Fulcrum SaaS, a campaign CDP that focuses on real-time personalization, announced a $5 million funding round, bringing total funding to $7 million. Fulcrum makes heavy use of automated segmentation, recommendations, and campaign flows, seasoned with a heavy dose of AI.
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.