Content personalization vendor Movable Ink announced a deal to buy Coherent Path, which helps companies guide customers to buying products they haven’t tried before. The deal nicely complements Movable Ink’s core business, which it automatically adjusting messaging within digital content every time the user opens it.
The head-spinning world of advertising privacy got even dizzier today when Google announced a “multi-year initiative” to deploy Privacy Sandbox on Android. Heaven knows what it really means but the general idea is they’re trying to limit sharing of personal data while still supporting some ad targeting. Don’t confuse this announcement with one made last November, which recently resurfaced, about letting publishers share pseudonymized first-party IDs with programmatic ad bidders through something called Encrypted Signals for Publishers.
Trust (41%) now outweighs even convenience (38%) and reliability (35%) as consumers’ top priority when picking a business, according to this ActionIQ survey. Personalization rates a distant 17%. The primary finding of the study is the companies consistently overestimate customer satisfaction with their experience. Lots of fun detail here by industry and experience type.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.