We’re all about integration today, Dear Reader. First: Merkle has integrated its Merkury identity resolution platform with Adobe Experience Platform, which includes Adobe’s Real Time CDP. Adobe clients will be able to connect more identifiers and enhance customer profiles with Merkle data.
Why settle for replacing third party data with second- or first-party data when you can take it all the way to zero, asked no one ever. But that hasn’t stopped Wyng from touting its zero-party data solutions, which get customers to intentionally share their data through quizzes, surveys, product finders, and such. The company has just added two new components: a portal to let customers directly update their information and a zero-party-data-based recommendation engine.
Next: Reltio, a cloud-based master data management system that we sometimes classify as a CDP, has made its multi-domain Enterprise 360 service available in Google Cloud Marketplace. The company plans to add its Identity 360 and Connected Customer 360 services to the marketplace “in coming months”. It keeps getting easier to find CDP building blocks on the cloud platforms.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.