Predictive analytics and marketing automation vendor Exacaster was all set to launch its teleco-specific Customer Data Platform at the MWC conference in Barcelona this week but then the conference was canceled due to coronavirus. They’ve launched anyway from their home base in Lithuania. Industry-specific CDPs are increasingly common and telco is one of the more popular specialties.
Customer journey orchestration engine Thunderhead has announced a ThunderBay, an AI-driven platform that creates individual-level optimized cross channel journeys. The system deals with the interdependencies among events, history, time, and path which overwhelm conventional methods. All good, even though the press release includes a gratuitous swipe at “CDPs and their ilk.” Ilk?
Sure enough, data quality is the top concern of location data buyers, according to this 451 Research study for Cuebiq. Privacy ranked fourth, just behind dealing with multiple data sources and walled gardens. The study found that 98% of marketers use location data to some degree, although just 27% consider it a key component of their strategy.
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.