CDP mParticle has added an integration with Google Customer Match, making it easier to send mParticle audiences for Google to match against. mParticle already had similar integrations with Facebook, Twitter, Pinterest, and Snapchat. I’m not sure this qualifies as newsworthy but you do seem to like items that feature CDP vendors, Dear Reader.
“Digital ID Audience Targeting” is the kind of headline that attracts my attention and presumably yours, Dear Reader. So I flagged this item from identity data vendor Infutor but then struggled to figure out what it meant. Beneath it all, Infutor is appending email addresses to clients’ existing customer records. Nothing new about that but cleverly positioned as a way to improve match rates for social and programmatic display campaigns. Good for them.
Other times the problem is making sure people are really who they claim to be. Ping Identity does that for corporate employees and partners as well as customers. They’ve just bought Elastic Beam, which helps block cyberattacks through API connections.
The second half of 2024 saw the CDP industry continue its shift towards embedding CDPs in customer-facing systems, according to the CDP Institute’s latest Industry Update report. Nearly all firms new to the report had added a CDP to an existing product, and major acquisitions including ActionIQ, Lytics, and mParticle were all made by customer management vendors. The new report adds coverage of composable CDP vendors, which is still a much smaller sector than conventional CDP systems.