Customer Data Platform vendor mParticle has released a major upgrade that adds point-and-click integration to ingest data from many SaaS platforms. This substantially increases the range of data the system can manage. Initial integrations include Kochava, Apsalar, Adjust, Iterable, Urban Airship, MailChimp, Tune, and Zendesk.
Neustar, one of the leaders in building cross-channel customer identities, has launched a Data Directory make it easier for marketers to build custom audiences with Neustar and third party data. Scope is digital advertising across display, mobile, social, and interactive TV channels.
If having execution systems that can use improved customer data is one big obstacle to making CDPs valuable, another is being able to actually generate enough different content versions to take advantage of all that precise targeting. Criteo is stepping into that gap, at least for digital advertising, with an ad creation technology that automatically generates contextually-optimized personalized ads tailored to users’ real-time shopping behavior. The company says its tests showed up to 15% higher sales. Note that “up to”.
The IAB is forecasting that digital video will capture some 60% of total TV/video ad spend this year, a growth of 100% on its share five years ago. The new 2025 Digital Video Ad Spend & Strategy Report also notes that CTV saw a 16% increase YoY in ad spend growth. CTV and social video will be the top “must-buys” for advertisers in 2025.