Yesterday was pretty busy for a Monday, Dear Reader. The big headline is confirmation of Intuit’s rumored purchase of MailChimp. Price was about $12 billion, a somewhat modest 12x earnings if Forbes’ information is correct. The deal furthers Intuit’s goal of becoming a growth platform for small business.
Are you frustrated because I haven’t written about cookie replacements all week? Here are two items to make up for it. Quantcast has announced solutions to activate, find, and measure ad audiences without third party cookies, and LiveIntent has integrated its email-based identity graph with the OpenX ad bidding platform. You’re welcome.
The other big news was credit bureau TransUnion’s deal to buy consumer data collector Neustar for $3.1 billion. The price is just modestly above the $2.9 billion that Golden Gate Capital paid for Neustar in 2017, and roughly 5x Neustar’s $575 million revenue. Apparently, the data business isn’t as attractive as it once seemed.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.