Marketing budgets are increasingly threadbare, according to this Treasure Data survey, with 69% already cut in response to higher costs. Better data could be part of the solution, since marketers estimate they waste 38% of their budgets due to poor optimization. Better data could also help consumers, since 58% report that more than half the communications they receive are irrelevant.
Data clean rooms are even more fashionable than reverse-ETL, which is not a sentence I ever expected to write. Google helped to start the trend with Ads Data Hub. They’ve now updated the look with separate versions for marketers and measurement partners. Who wears it better?
Omni-channel commerce platform Kibo bought personalization vendors Monetate and Certona back in 2019 with the intent of combining commerce and personalization in one solution. Kibo hasn’t dropped that vision, but just sold its personalization tools to a private investment firm which will market them to other companies under the Monetate brand. Kibo will continue to use the tools in its own system.
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.