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mParticle Automates Data Erasure Requests

Our privacy newsletter ordinarily covers tools for responding to consumer data requests (DSRs to the cognoscenti).  But this news is about CDP vendor mParticle adding a DSR function, so we grabbed it while the editor wasn’t looking.  The new feature can send automatically data erasure requests to third-party data stores including BigQuery, Redshift, and Snowflake, eliminating one of the biggest headaches in many DSR processes.

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Marketers Undervalue Email Personalization: Sailthru Study

April 25, 2022

By now, it’s old news that marketers overestimate how good they are at personalization.  This Sailthru survey repeats the trope: 71% of marketers think they “excel” at personalized marketing while just 34% of consumers agree.  Other, less common findings include: email personalization is more important to consumers than to marketers, and big companies do much more advanced personalization than smaller ones.  Worth a look.

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Zeta Global to Buy LiveIntent for $250 Million

October 9, 2024

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.

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