Infutor is also repackaging existing capabilities, launching Total Consumer Insights, a “third party dataset that provides privacy-compliant behavioral and household attributes on 266 million US consumers across 120 million households.” It brings together data and predictive modeling products that were previously separate.
At least I understand this story, which is that hospitality-specialist CRM, digital marketing and CDP vendor NextGuest has merged with Cendyn, which provides related software and services. I’m a bit embarrassed to admit the deal was announced last month, but thought you’d still want to know.
You really seem interested in cookie-free identity solutions, Dear Reader, so I’ll share this announcement about Neustar Unified Identity, an “end-to-end identity management solution that enables resolution of offline to online identifiers by responsibly connecting people, location, and device data.” If I understand correctly, Unified Identity lets CDPs and other external systems tag their data with identifiers created by Fabrick, Neustar’s “next generation Customer Identity Platform” which is powered by OneID, Neustar’s “identity graph platform”.
With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).