Here’s another unexpected announcement: mParticle has added a “User Aliasing API” that can automatically merge profiles when an anonymous user is associated with a known user ID. You might have thought they could already do that. The moral is to check such things with any vendor, even the established ones.
Much of the U.S. is baking in a heat wave, so we’ll save energy by making today’s newsletter exceptionally brief. Item 1: outdoor media agency Adquick has launched a cost-per-engagement model for outdoor advertising – something that has traditionally been as unmeasurable as it gets. Advertisers pay for responses to SMS codes shown in the ad.
Barking up the same tree, TV ad buying and measurement vendor VideoAmp has acquired IronGrid Data Services, which provides access to “secure, anonymized, and privacy-complaint” TV viewership data from video program providers and connected TVs. VideoAmp will use this as part of a new data division that aggregates data from set-top boxes and automated content recognition to provide segmentation and viewership data.
Customer engagement platform Twilio has announced new platform capabilities, including the general availability of Twilio Segment’s Event-Triggered Journeys, supporting personalization based on customer intent signals in real time. In addition, Data Residency (EU) will ensure that email sending and event data are managed within the EU region, both for compliancy and customer trust. WhatsApp Business Calling will enable conversations with customers in another important channel using Twilio’s Programmable Voice Platform.