AT&T-owned ad platform Xandr is also clinging to the personal ID lifeboat.  It just announced “agnostic interoperability” across individual-level ad targeting solutions including Unified ID 2.0, which The Trade Desk just handed to the Prebid standards group; LiveRamp’s Authenticated Identity Infrastructure; and Europe’s netID unified log-in project.  But Xandr is also hedging its bets with support for alternatives such as modeled and contextual ad buys.

You know it was a busy day when a $6.5 billion acquisition is our number three item. Identity platform Okta just spent that much for Auth0, which offers similar capabilities but targets application developers. Forbes quoted Okta’s CEO as saying they are competing with Microsoft, Salesforce, and Zoom to be a “primary cloud”. Zoom?

Treasure Data will provide its system to free for companies that are stuck in contracts with other CDPs. The trade-up program is available to companies with roughly firms with $1 billion or more revenue, that already have a competitive CDP in place. There will still be some costs for services to make the conversion but Treasure Data says these are fairly small since it has considerable experience with such projects.