Integrate helps B2B marketers manage ad programs and move leads between systems. They don’t call themselves a CDP but do assemble target account lists from multiple sources. They’ve just bought ListenLoop, a B2B programmatic ad platform. This complements their existing ties to external ad networks.
I know you’re not that interested in privacy news, Dear Reader, but figure I can still slip in the occasional factiod. For example: a Pew study that found 74% of Facebook users don’t know the platform classifies their interests and 51% are not comfortable when they find out. Oh, and 27% say Facebook gets it wrong. Bear the first two figures in mind the next time someone says data gathering is based on consent. Remember the last one when you think about using that data for your own targeting.
B2B CDP Radius also assembles data for its clients, although without the agency services. They’ve just announced “Data for Good”, which provides free services to non-profit organizations and lets Radius clients use Radius data for philanthropic and social projects without charge. Nice.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.