Experian has bundled its identity products as MarketConnect, offering identity resolution, cross-channel identity linkage, and persistent identity management. The services are powered by Experian’s massive store of identity information.
Data quality vendor Validity has purchased BriteVerify, which verifies email addresses in real time. Over 500 million per month, in fact. It’s Validity’s second acquisition this year, following their purchase of CRMfusion in April.
Meanwhile, a survey sponsored by business-user-oriented data quality tool Paxata found the share of companies with more than 60% of their data in a data lake is expected to nearly double in the next twelve months, from 24% to 42%. Other tidbits: just 15% of organizations have a fully mature data quality process; 72% work with only or mostly structured data; and 37% of data comes from external sources.
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.