Contextual ads are an alternative to identity-based targeting that relies on cookies. But contextual ad network Infolinks has combined the two by enhancing ad bids with identity profiles from device graph builder Intent IQ. It’s possible because Intent IQ builds its profiles without using cookies or advertising device IDs (MAIDs).
Twitter has purchased email newsletter technology vendor Revue. It may seem an odd adjunct to Twitter’s core business, but the company points out that many journalists rely on Twitter as a source and outlet, so newsletters will help them further interact with their audiences.
The CDP industry added 25% more employees and 35% more companies in 2020 and will reach over $1.5 billion in revenue in 2021, according to the CDP Institute’s just-released Industry Update report. Most growth comes from companies combining CDP capabilities with campaign and delivery features, although a core of data-only CDPs has also been successful. Lots of colorful graphs.
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.