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.
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.