Dentsu Group is expanding the commerce capabilities of its Merkle unit by purchasing customer service and commerce agency LiveArea. LiveArea was the consulting arm of PFSweb, which will continue to offer fulfillment services. PFSweb reported the price at $250 million, roughly three times LiveArea revenues of $85 million.
Plan Metrix reports more than 300 different attributes in India across a range of lifestyles, interests, and activities, including automotive, beauty, electronics/computers, financial, food & beverage, health, home & living, retail & apparel, sports & leisure, travel and more. Marketers can generate stronger multi-platform media plans, identify advanced audience segments, and reach consumers across different platforms to achieve better ROI.
Adtech developer The Trade Desk has launched a new trading platform aimed at dealing with the post-cookie ad world. The new platform includes onboarding for advertisers’ first-party data, support for non-cookie IDs such as Unified ID 2.0, support for addressable TV ads, and a measurement marketplace to incorporate data from retailers and other offsite sources. The Trade Desk also announced a new venture capital arm to invest in other adtech firms.
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.