Privacy-safe data sharing vendor InfoSum has launched InfoSum Bridge, which lets users apply deterministic, probabilistic, and cohort-level identity resolution methods. It’s a collection of matching tools that users and business partners can use on their own data as they see fit. While InfoSum doesn’t construct its own identity graph, it does offer connections with third-party data augmentation partners.
Mobile messaging vendor MessageMedia has been purchased by cloud communications provider Sinch AB in a deal valued at $1.3 billion. Sinch has been bulking up its communications business with deals including a $1.1 billion acquisition of phone connection provider Inteliquent in February, followed by a $1.1 billion funding round in May. The deals highlight Sinch’s competition with Twilio, which itself bought mobile messaging provider Zipwhip in May for $850 million.
Lotame does build its own identity graph, which it packages as the Panorama ID and offers as a way for advertisers to track individual customers without relying on cookies. Unlike email-based IDs, Panorama includes probabilistic as well as deterministic matches, enabling more connections but raising some privacy eyebrows. They’ve just signed up PubMatic and MediaMath as program partners, enabling advertisers to apply Panorama IDs to their audiences.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.