We have several bits of CDP product news today, Dear Reader. Let’s start with an announcement that Lytics is repackaging their product so buyers can purchase data unification alone or in combination with insight and messaging functions.
Consent-based mobile ad network Ogury has raised $50 million, bringing its total to $92 million. Ogury asks directly for user consent to track online behaviors and uses the results to build profiles and serve highly targeted ads across more than 400 million mobile devices. Ogury has focused on consumer consent since 2014; ironically, GDPR and similar regulations may reduce its competitive edge as other firms to adopt similar approaches.
Cloud database Snowflake has launched a Private Data Exchange that makes it easier for companies to share their data with authorized partners. Direct data sharing –a.k.a. second party data – is increasingly important as privacy regulations reduce access to third party data.
Incrmntal has released its Explorer platform, which uses “causal AI” to estimate the incremental impact of advertising investments. What’s magic is the incremental measurements happen without marketers needing to set up incremental impact tests. The system can also suggest the best place to spend your next ad dollar.