It’s probably inevitable that every targeting technique will now be described as cookie alternative. Here we have Epsilon and Verizon Media touting a ten-year-old program that tracks consumers with a combination of transactional data assembled by Epsilon and Verizon Media’s massive first-party data sets. What’s seems to be new is tighter integration between the two sets of identifiers.
Salesforce is claiming a bit more Account Based Marketing turf with a pair of new features. One uses Einstein AI to find and prioritize key accounts. The other, more intriguingly, lets marketers create “personalized ABM campaigns for every buyer within top-tier accounts…even if they do not have any contacts for that account”. That’s either really hard or really easy. I think what they mean is the campaigns are ready to go when a contact does show up.
By total coincidence, Verizon Media is the very first company listed as a client on SafeGraph’s Web site. SafeGraph sells foot traffic and other data about more than 6.4 million locations in the U.S. and Canada. They just raised a $45 million Series B, bringing their total to $61 million.
Here’s a new buzzword for your Bingo card: “agentic AI”, which describes systems that act by themselves rather than in response to a prompt. Salesforce was all over the concept last week, announcing its Agentforce collection. According to the company, it replaces the “now-outdated copilots and chatbots” with agents “operating autonomously, retrieving the right data on demand, building action plans for any task, and executing these plans without requiring human intervention.”