More about marketing to people: Customer Data Platform vendor mParticle has created its own little consortium of sorts, allowing its own clients to directly share audience lists for mobile marketing. The sharing deals are negotiated directly by the parties, with mParticle just supplying the shared technology. It’s an interesting value-add for mParticle.
In an exceptionally jargon-filled release, BloomReach appears to be announcing integration of its recently-acquired Hippo content management system with BloomReach’s AI-driven recommendation tools. The combined system ingests data from all sources to create a unified customer view, analyzes purchases and content consumption, and drives messaging across all digital channels.
Marketers who want to do things for themselves can buy software from vendors like Alterian, which re-emerged as an independent company last November.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.