MessageGears is expanding its partnership with Snowflake to run its customer engagement solution for large consumer brands within Snowflake’s data cloud. This will enable Snowflake users to leverage data within the security and governance of the cloud to support MessageGears messaging and campaigns. MessageGears is one of the first customer engagement solutions to tread the path already taken by a number of CDPs.
Hootsuite is looking to evolve from social media management to social media performance and the acquisition of social listening platform Talkwalker is intended to support that mission. Social listening has been around for years; Hootsuite’s plan is to apply Talkwalker AI to elevate listening to the generation of actionable insights and impact measurement. Together, Hootsuite and Talkwalker expect to offer reach across 100+ social networks and 150 million websites.
ID5, the digital advertising identity provider, announced a $20 million Series B funding round with TransUnion joining the list of investors. ID5 provides the ad ecosystem with a transparent, scalable, privacy-compliant identity infrastructure based on hashed emails and other signals. The company does business in Europe, Japan and Australia.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.