Commerce Signals builds ad audiences based on anonymized credit and debit card data. But targeting households based on their actual purchases would be a privacy violation, so they use the purchases to find a sample of households in a target group, build a look-alike model of that sample using less sensitive data, and sell the look-alike audience. They just made the audiences available in the LiveRamp data marketplace.
Whatever you may have heard about martech fatigue, tech companies remain enthusiastic buyers. This Spiceworks Ziff Davis survey of enterprise B2B tech marketing leaders found that 51% are increasing martech spend this year, including 19% planning an increase of at least 50%. They may be asking more than tech can deliver: the top feature they’re looking is a system that creates alignment across people, data, processes, and systems.
Data management software vendor Precisely has made its second acquisition in a little over one month, purchasing process automation and master data management vendor Winshuttle for an unknown amount. The earlier acquisition data governance firm Infogix. Precisely itself was purchased in April by private investors Clearlake Capital and TA Associates. Precisely was formerly known as Syncsort, which purchased Pitney Bowes software assets in August 2019.
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.