GrowthLoop, which calls itself a “composable CDP,” is offering a new marketing measurement solution that uses whatever data your company has available in cloud databases including Amazon Redshift, Databricks, Google Big Query and Snowflake. Called The Loop, the AI-based solution estimates the impact of marketing channels, audiences and campaigns and makes recommendations.
While a search for better features drives the replacement of applications in the martech stack, the choice of replacement is constrained by cost. That’s the headline from the annual MarTech Replacement Survey from martech.org. Nearly one-quarter (23%) of those surveyed said they replaced their commercial application (usually with a different commercial application) to reduce expenses.
Popular social media platform TikTok has thrown its hat into the Google-dominated search ad ring with its new Search Ads Campaign solution. This will enable keyword-based advertising on TikTok’s search results page and reflects the industry’s growing interest in social-based search. The launch comes as TikTok challenges a U.S. ban set for next year.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.