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Datonics Audience Data Marketplace Extended to Neustar Data Directory

If you want a trend outside of CDPs, try “data marketplace”. We’ve recently seen them from Sonobi, Kochava, Narrative I/O, and IOTA Foundation. Most aggregate individual-level data from multiple sources to build online advertising audiences. This gives marketers alternatives to the data that Facebook, Amazon, Google and others hoard inside their walled gardens. Datonics is another player in the space. They just announced their data will be available in Neustar’s Identity Data Management Platform.

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IT Staff Prioritizes Business Efficiency Over Customer Experience: Syncsort Big Data Survey

January 4, 2018

For a broader view of new data technologies, here’s a “big data” survey from Syncsort. It’s always sobering to be reminded that IT professionals care more about business productivity and cost reductions than marketing or customer experience. For example: “data blending”, which is what CDPs do, ranked sixth on their list of data lake use cases. That’s why marketers buy CDPs for themselves.

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GrowthLoop and TransUnion Partner to Optimize Audience Reach

April 19, 2024

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.

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