mParticle is also shining a spotlight on core CDP capabilities, by adding a new Profile API that makes it easier to access customer data assembled by the system. The new API makes customer profiles available anywhere clients can make an HTTPS request.
Consent-based mobile ad network Ogury has raised $50 million, bringing its total to $92 million. Ogury asks directly for user consent to track online behaviors and uses the results to build profiles and serve highly targeted ads across more than 400 million mobile devices. Ogury has focused on consumer consent since 2014; ironically, GDPR and similar regulations may reduce its competitive edge as other firms to adopt similar approaches.
Cloud database Snowflake has launched a Private Data Exchange that makes it easier for companies to share their data with authorized partners. Direct data sharing –a.k.a. second party data – is increasingly important as privacy regulations reduce access to third party data.
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.