Warehouse-centric CDP Hightouch now has a centralized control panel for cross-channel campaign management. The Marketer Homepage allows the creation, tracking and measurement of campaigns in one view. It also brings data and marketing teams together allowing users to toggle between “data” and “marketing” views.
Global holding company WPP has acquired data collaboration platform InfoSum which will join WPP’s media investment arm GroupM. An integration with AI-powered marketing OS WPP Open will allow customers to supplement their first-party data with signals available through InfoSum. Again, a holding company doubles down on its commitments to data and AI (see Publicis’ acquisition of Lotame).
Step aside, retail media: the Next Big Ad Channel may be online games. Google Immersive Ads is partnering with online game platform Roblox to grow opportunities like Rewarded Video ads. Immersive Ads are also being expanded across Google AdMob and Ad Manager.
When BlueConic bought experience builder platform Jebbit last July, it positioned the combination as “the industry’s first-ever Operating System for Customer Data”. In case their meaning wasn’t clear, they’ve now directly integrated Jebbit with BlueConic profiles and segmentation, enabling marketers to launch no-code quizzes, surveys and personalized guided journeys without leaving the CDP.