Meanwhile, commerce platform Kibo Software is also broadening its scope, in their case by purchasing behavioral personalization vendor Certona. Kibo, which offers solutions for retailers and manufacturers, was itself bought by private equity firm Vista Equity Partners in 2015. Kibo made four acquisitions the following year but this is the first since then.
Attribution geeks, your day has come. We have three items on the topic. First: mobile attribution specialist AppsFlyer has added a suite of “people-based attribution” products which expand beyond mobile to “provide one holistic view of the customer journey across multiple touchpoints, connected devices, digital platforms, and media channels.”
Since we’re uncharacteristically cheery today, let’s ignore the hype and remember blockchain’s potential for privacy and ad fraud prevention. That makes it good news to find more than 290 blockchain-based marketing systems. NeverStopMarketing, which helps blockchain start-ups, has inevitably packaged the research in a logo-scape, which shows the most crowded categories are ad supply chain, ecommerce, and personal data management.
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.