B2B marketers have lagged B2C in adopting Customer Data Platforms, in part because many assumed all the relevant data is in their CRM system. But as B2B martech systems proliferate, there’s growing demand for systems to merge CRM data with data from other sources. One beneficiary is Openprise, which merges data from Salesforce.com and marketing automation products. They’ve just launched their product on the Salesforce AppExchange.

It’s a slow news day. So here’s a good piece from Adweek about brand marketers building their own audience databases so they are less reliant on Google and Facebook. It’s a core CDP use case. The author works for cross-device identity solution Drawbridge.

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.