Hightouch continues to expand beyond its core business of extracting data from a warehouse. Their latest move is to buy HeadsUp, which predicts customer conversions and loads the results in to a customer profile. They still can’t resist calling themselves a “Composable CDP”, which makes exactly as much sense the Goodyear Tire Company calling itself a “Composable Auto Maker”.
In case you weren’t confused enough, CTV can also refer to Convergent TV. That’s how it’s used by Comcast Advertising-owned AudienceXpress, which sells across all screens. They just arranged for Epsilon clients to use their own first-party data and Epsilon’s third-party data for selection, targeting, and results measurement against AudienceXpress audiences.
Well-funded martech firms like Hightouch are exactly the kind of company that this LUMA Partners report predicts will make more martech acquisitions in the near future. Lots of other insights here, including the on-going strength of big tech companies, merger of adtech and martech, and distinction between composable strategies and best-of-breed. An easy read and well worth the time.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.