Warehouse-native CDP Hightouch is expanding its identity resolution capabilities to include Adaptive Identity Resolution, which offers both deterministic and probabilistic resolution. Users can toggle between high accuracy and high reach according to the needs of different use cases.
Alliant, which assembles audiences based on transaction data, has acquired AnalyticsIQ in a move funded by Alliant’s owner, private equity firm Inverness Graham. AnalyticsIQ brings predictive analytics to bear on marketing behavior based on cognitive psychology. The goal is to offer advertisers insights not only into what consumers are doing but also why.
While only a third of publishers and media businesses use data clean rooms to build audiences, a much larger segment — 64% — are collaborating with advertisers via clean rooms to share audience data, plan campaigns and measure performance, according to a Digiday survey sponsored by Optable. Digiday identifies this as a core data monetization strategy. While almost three-quarters of marketers believe audience segmentation and targeting are the best routes to data value, over 50% say integrating data from different tools is the biggest barrier to this (according to an... Read More >
The web search tool Perplexity looks like it’s taking on Google with its latest release, a web browser named Comet. Comet claims to move “from browsing to thinking,” surfacing information and search results in response to natural language queries. Comet is available immediately to Perplexity Max subscribers; others can join a wait list.