I guess there’s some irony in talking about location tracking at a time when much of the country is rarely leaving home. But the pandemic shall pass and when it does, marketers will be eager to connect the dots between advertising and in-store customer behaviors. Which brings us to this announcement that location-based ad and attribution vendor Reveal Mobile is partnering with Tapad, which will help them to measure retail foot traffic and target store visitors (and their households) across devices.

In more quotidian news, Mailchimp has purchased AI platform Inspector 6, which analyzes marketing content, looks at its performance, and suggests improvements. The target is small businesses that lack human staff to do such things. But if you human marketers aren’t looking over your shoulder, you should start.

CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million.  It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge.  (See this blog post for more analysis.)