If I remember correctly, the television sets in Orwell’s 1984 were surveillance devices. Coincidentally or not, today’s connected TV enables advertisers to know exactly who’s watching what. LiveRamp has further improved things by connecting TV viewers with their email, mobile, postal, and other identities. “Consumers can experience meaningful and relevant brand-connection moments across screens” says LiveRamp, blithely assuming that’s a benefit.

You may have thought today’s theme was mobile, but it’s really partnerships. Ha! We’ll finish news that marketing management platform Aprimo and digital experience platform Episerver are working together. The alliance lets Episerver users apply of Aprimo’s digital asset management and marketing resource management functions to unify content management and campaign planning. Interestingly, Episerver and Aprimo are both owned by different private equity investors.

If you still think that MCP stands for Male Chauvinist Pig, well, the 1970’s want their disco ball back. Today’s hep cats know that MCP stands for Model Context Protocol, a new-but-widely supported standard that lets large language models access structured data as context for their prompts. Early adopters include Salesforce and Adobe, and search platform Algolia is now using it to feed their data to customer-facing real-time AI agents.