Predictive analytics vendor Lattice Engines has announced what it calls the first Customer Data Platform for Account-Based Marketing, a claim that other B2B CDPs would surely contest. For what it’s worth, Lattice and several similar systems were listed as CDPs in the original CDP Guide published by Raab Associates in 2013. The new platform is in private beta and should be released by the end of 2018.

Since Web content seems to be today’s theme, let’s round it out with news that IAB Europe and IAB Technology Laboratory have released a framework for publishers to gather visitor consent for sharing their data with third parties. If I’m reading it correctly, a Web site pop-up would let visitors specify which from a list of third parties can have their information. It will take some pretty great marketing to make that work. Some European publishers have already signed on but we’ll see how others react.

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.