Maybe it’s the cold weather. Maybe it’s the approach of Valentines Day. Whatever the reason, compatible firms are hooking up at an alarming rate. First, B2B data compiler DiscoverOrg announced it is buying fellow compiler ZoomInfo. The B2B data space is getting crowded as firms like Radius, DemandBase and LeadSpace compete with traditional providers. You may also recall that Dun & Bradstreet was sold to private investors last August.

Advanced tech does have its uses, of course. Asking people about their interests lets marketers avoid wasted spend on future ads – potentially reducing campaign costs by half, according to tests conducted by digital video ad platform ViralGains, MAGNA and IPG Media Lab. In the test, consumers who viewed an ad were then asked if they were interested in the ad content, and then later served different ads based on their answer. The researchers estimate it is possible avoid 59% of media costs with such programs.

CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph.  The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.