Dynamic Creative Vendor Spongecell Adds Keyword Data from Grapeshot

Spongecell creates dynamically personalized Web ads, which means it can insert content based on the viewer’s location, interests, past purchases, or whatever other data is available. Pretty neat, although much depends on the data. That might come from the advertiser’s own system (maybe a Customer Data Platform) or be provided by the publisher (e.g. audience attributes). Sponcell itself provides some variables including time of day, location, and local weather. As of today, it can also access data from Grapeshot, which analyzes the keywords used on Web sites to help understand the site viewers’ interests.

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Lotame DMP Adds LiveRamp Integration to Connect Online and Offline Identities

March 16, 2017

Online/offline identity matcher LiveRamp also adds new partners all the time.  But its deal with Data Management Platform (DMP) vendor Lotame shows Lotame expanding beyond traditional DMP territory (anonymous profiles for ad audiences) to profiling known individuals across online and offline channels. That’s CDP turf.  Lots of DMPs are doing this. Free advice to buyers: ask pointed questions about how DMP technology supports a use case so different from its original purpose.

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Amperity Launches New Lakehouse Offering

May 17, 2024

Amperity has launched Lakehouse CDP,  which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks.  Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.

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