Iterable assembles customer data from multiple sources and lets marketers use to define segments, create lists, and run outbound campaigns in email, text, mobile push, or in-app messages. That’s far from all channels – Web, anyone? – but more flat lists for email. It just raised $23 million to further its growth.

Profitero tracks consumer purchases from online stores, making it sort of the online equivalent to IRI.   The company had no real news other than reporting it continues to grow: it now tracks 450 million consumer products daily, compared with 300 million a year ago, and covers 5,000 online stores compared with 4,000 last year.  Its data lets clients compare their own sales with competitor sales, which they can use to estimate the impact of marketing programs on results.  Attribution again!

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.