In the era of AI, holding companies, agencies and consultancies are morphing into martech platforms. Global consultancy Credera is the latest, joining with Areteans (a leading Pega partner) to create the Connected Marketing Platform integrating data, analytics and decision-making. The three core capabilities are an analytics solution, data enrichment and a CDP powered by Tealium.
Did we know that social media companies collect our data and monetize it? Sure, but the FTC wants us to understand that this is happening on a vast scale (“surveillance practices can endanger people’s privacy, threaten their freedoms, and expose them to a host of harms,” said FTC Chair Lina Khan). Disappointingly, the report doesn’t break down information by platform, but noted indefinite retention of data with poor protection practices as well as use of the data to train AI.
Communications firm Edelman has unveiled a new Counter Disinformation Unit within its crisis management offering, helping clients deal with mis- and disinformation. The launch coincides with the release of Edelman’s 2024 Connected Crisis Study which shows that AI outstrips the economy and climate change for business leaders. CMOs and CCOs are more chill about AI and more worried about the economy, social equity and the geopolitical situation.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.